Jack Daniel's Encourages Whisky Drinkers to Pick Boldly with New Campaign

Earlier this month, Jack Daniel’s Tennessee Apple hit shelves across the US, receiving an overwhelmingly positive initial response. Today, FCB Chicago continues the momentum by kicking off 'Pick Boldly', a fully integrated launch campaign for Jack Apple. Brown-Forman selected FCB as the global agency to introduce the new Jack Daniel’s Tennessee Apple to the world in April; this is their first piece of work as a result. 

The 30-second TVC titled 'Infinite Apple' will air in key programming during MLB, NFL and WWE events. Additionally, Jack Daniel’s and FCB also created a teaser video to build a groundswell of excitement among loyal consumers before the launch.

To highlight the taste of refreshing apples emboldened by the character and confidence of Jack, the campaign encourages consumers to turn their flavoured whiskey choice into a statement.

“Too often, people entering social situations reach for a beverage they don’t actually enjoy due to ‘flavour anxiety,’ or the fear of how their flavor choices will make them look,” says Teddy Brown, FCB Chicago EVP, executive creative director. “‘Pick Boldly’ uniquely highlights the bold confidence that Jack Daniel’s brings. With Jack Daniel’s Tennessee Apple, drinkers can choose the taste of crisp, refreshing apples and the bold character of Jack, or, well, maybe they don’t mind settling."

“Mr. Jack was known for being an innovator and always exploring how to do things differently, including adding different flavors and ingredients,” said Jack Daniel’s master distiller Jeff Arnett. “Tennessee Apple couples the character of our Jack Daniel's Tennessee Whiskey with the taste of crisp, green apples. It’s like a freshly picked apple in a glass of Jack.”