The challenge presented was to increase Jack Daniel’s pours on premises by creating a program that rewards bartenders and endears them to the brand. Our solution was to create an exclusive group known as the Tennessee Whiskey Authority, a partnership forged with the true purveyor's of the pour—the bartenders. Tactics were centered on the bartender using Jack Daniel’s tone—authentic with attitude—illustrating the ultimate respect for the bartenders.
This project was produced by Red Square Agency. My role was creative director.