Jack launches new global campaign

4:37 p.m. May 20, 2025

DUANE CROSS
MCO Publisher•Editor

Jack Daniel’s is going back to its roots with a bold new global marketing campaign launching this month. The campaign will remind the world exactly what makes Jack Jack.

Created in collaboration with creative agency Energy BBDO, the “That’s What Makes Jack Jack” campaign is a tribute to the authenticity, heritage, and craftsmanship that have kept Jack Daniel’s a household name for over 150 years. At its core, the campaign highlights Tennessee whiskey’s unique charcoal mellowing process, a time-honored technique pioneered by Jack Daniel and still used in every drop made in Lynchburg today.

With a raw, rootsy tone and visuals that pay homage to its blue-collar beginnings and cultural relevance, the campaign seeks to connect with longtime fans and a new generation of whiskey drinkers. It’s a nod to the brand’s enduring character and the rebellious spirit that once made it the drink of choice for legends like Frank Sinatra and the Rolling Stones.

The campaign will roll out globally across television, digital platforms, social media, and in-store activations. With its gritty authenticity and focus on craftsmanship, “That’s What Makes Jack Jack” aims to reestablish Jack Daniel’s as a timeless symbol of independent spirit.

As the brand expands its global footprint, this new creative approach reinforces a simple truth: no matter how the world changes, nothing is quite like Jack.