Jack Daniels

Jack Daniels advertising is unlike any other discussed so far. Being a whiskey, the target market for Jack Daniels is completely different then for something such as vodka or rum. They are targeting an older crowd. The only similarity is that Jack is best drank straight up, or so promoted. Rather than advertise about partying, or even sophistication, Jack Daniels focuses its ads on the quality and history of its product. It was produced in the 1860s and has been a leader in the whiskey sector ever since. In the earlier days it was most likely drank straight up, but now with people drinking more in a sitting Jack and Coke has become a popular drink.
The two advertisements below are simple and to the point. Again, taking the strategy of having only the product in the picture, the ads are focused and give a clear message: something that has been around for so long can not be wrong. Both ads show the bottle and it straight up in a glass next to it. The first reads, “The same since the Sixties” in large print and, “That would be the 1860s” in small print reinforcing the message that it has been around for a very long time. The second ad says, “Not subject to change” in large print and, “Not now. Not ever.” in small print. This too shows how it is a consistent product that their loyal drinkers can count on. Its popularity is not to go unnoticed.



















These ads are effectively because they give a very clear message, and there is nothing to distract the observer. They are concise and do the job of promoting the product in the sense that how could anyone want to choose any other whiskey when it is so clear that this whiskey has been the choice for over one hundred years.