Brown-Forman Corporation

Carmen D'Ascendis - Director, Global Mktg., Jack Daniel's
John Hayes - Managing Director, Jack Daniel's
Jennifer Powell - Brand Manager Jack Daniel's

Arnold Worldwide *Lead Agency

Pam Hamlin - Managing Partner, President
Pete Favat - Managing Partner, CCO
Jeremy Boland - Art Director
Wade Devers - EVP, Group Creative Director, Head of Art
Peter Hughes - Copywriter
Paul Nelson - EVP, Executive Director
Nate Stewart- VP, Acct. Director

Universal McCann

Jack Daniel's Tennessee Honey was the first new product launch for the iconic American whiskey in well over a decade. And as such, it needed to attract a new group of whiskey drinkers to the brand while at the same time not alienating current Jack drinkers. So we wrote a new story about a special kind of Jack Daniels beekeeper who cultivates a new strain of Tennessee Honey Bee with Jacks whiskey literally infused in its DNA. We used Facebook, YouTube, Twitter, network television and website takeovers to tell the story and introduce the Jack Daniels King Bee to highly social Millennials across the country. There was a new way to drink Jack Daniels and consumers responded.