Shaken & Stirred - Influential Brand Profiling and Positioning

Social media agency, Communicator have announced the launch of a Tumblr site for its premium whiskey brand, Gentleman Jack

Social media agency, Communicator announced the launch of a Tumblr site for its premium whiskey brand, Gentleman Jack – an international first for Jack Daniel’s.

Communicator has worked with Brown-Forman for over 20 years and currently looks after a range of its brands, including Jack Daniel’s, Tennessee Honey, Southern Comfort, el Jimador and Woodford Reserve.

The Gentleman Jack Tumblr site is the newest development in the social campaign ‘The Order of Gentlemen’. 

The campaign is targeted to 25-35 y/o males encouraging them to trade up to Gentleman Jack a more premium expression of the Jack Daniel’s brand. In addition, it will act as a central hub for brand content that has only been used on Facebook and YouTube until now. It will bring a new lease of life to the social content created by the ‘Chairmen of the Order’, successful young entrepreneurs that have achieved notoriety in their own unique way, bringing to life the values of Gentleman Jack in their work and lives.

Ffion Jones, Brand Manager – Super Premium American Whiskey, UK at Jack Daniel’s said: “This is an exciting development for the brand and a global first for Jack Daniel’s.  Working closely with Communicator, we’ve created a site that utilises our iconic social content gathered from our previous ‘Chairmen of the Order’. It’s a perfect way to showcase our content on a platform our consumers use and it will provide a further pillar in this ongoing campaign. ”

The Gentleman Jack campaign has already been huge success for the brand delivering an increase in awareness of 7% and it’s best ever trading period with a 19.3% increase in YoY sales.

Richard Southon, Business Director at Communicator said: “It’s great to launch another first for Jack Daniel’s.  It’s a platform that lets us take our content to a new audience and will help maximise the value the brand gets from existing social content.”