Gentleman Jack

For each and every college student out there, I bet you would be hard pressed to find someone who hasn't had a run in with Jack Daniel's super-premium Tennessee whisky. Time to step away kiddies, Mr. Daniel's is calling "the Order of the Gentleman" with his "Gentleman Jack" whiskey. Although this smoother warmer beverage has been around since the late 1980's it hasn't had a spot light that the regular black label Jack receives. Brown-Forman, the label and brand owner, is setting out to bring the spot light to the Gentleman. Marketers expect to spend over $7.7 million on print, out-of-home, and digital media on their campaign "The Order of the Gentleman" and will be airing the first commercial during Sunday nights premier of CNN's "Parts Unknown".  Brown-Forman hope that this campaign will help not only to continue to build the name and size of the brand but also help to capture a larger share of the premium whiskey market which has had annual slow growth. The campaign aims to target men who are men who are transitioning from their "carefree single" days into more maturity. Because the regular black label Jack usually is associated with ones younger days, the compony wants to position Gentleman Jack as the next step up.  I think the campaign has a really cool objective and knowing this brand, the campaign is going to be one of a kind. Although Jack and I don't go that far back I'm really excited to see what comes next.