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Brown Forman focuses on Gentleman Jack with first TV ad campaign in 25 years

Brown-Forman is turning the spotlight onto super-premium Jack Daniel’s expression Gentleman Jack with its first ever TV advertising and marketing campaign.

Gentleman Jack Order of the Gentleman
Gentleman Jack’s Order of the Gentleman TV advert – its first in the brand’s history

‘The Order of the Gentleman’ is the first fully integrated marketing campaign for Gentleman Jack since its launch in 1988. Since then the brand offshoot has grown to 267,000 cases in the US according to Impact Databank in the past year.

Now with more attention on premium and super-premium spirits, Brown-Forman is drumming up attention for its luxury Jack Daniel’s expression in its core market of the US.

“It’s a good-sized brand, but it’s not growing as fast as the category is growing right now and that’s frankly unacceptable to us,” said John Hayes, managing director for Jack Daniel’s, which is increasing investment in the brand to acquire a larger share of the premium whiskey market.

Brown Forman is investing US$7.7 million in the new campaign between now and December, which will include print, out of home and digital elements. According to Kantar Media, Gentleman Jack received just $770,000 of media support in 2012, compared to $16.8m for the entire Jack Daniel’s family.

A series of stills and television adverts have been created by Arnold Worldwide around the concept of the Order of Gentleman – a secret society open to those who drink Gentleman Jack.

The first TV advert was screened during the launch of US chef Anthony Bourdain’s Parts Unknown on CNN on 14 April.

Actor Titus Welliver (Argo, The Good Wife, Sons of Anarchy), stars in a adark alleyway behind a desk. Pouring himself a glass of Gentleman Jack he describes the brand as “twice mellowed Tennessee whiskey men order when they want to feel like gentlemen”.

Out of home support includes posters with a phone number directing consumers to call and discover more about the Order, while a specially created website allows consumers to sign up for a “friend of the order” card that can be used to access special events.

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