US whiskey brand Jack Daniel’s has appointed Drummond Central to support the brand’s on-trade activity across the year.
The Newcastle-based independent agency will develop the new on-trade activations for the brand, having secured the account by “showcasing a broad range of fresh, disruptive ideas to re-energise Jack Daniel’s in the on-trade space”, said the firm.
The aim is to reignite consumer interest in the heritage brand. Dan Appleby, Drummond Central’s managing director, said “with more choice than ever on our shelves, maybe Jack’s been taken for granted”.
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“Jack Daniel’s remains an iconic brand and unmistakable with every drop distilled in Lynchburg, and we’re excited to help bring the spirit of Tennessee back to bars and pubs in the UK,” he said.
Martin Louvre, Jack Daniel’s head of customer marketing at brand owner Brown-Forman, said: “I’d seen a lot of the work that Drummond Central had done for other brands in different categories, how it really cut through and created buzz.”
“I wanted to see how they could bring that thinking to reignite Jack Daniel’s in the On Trade. The activations they’ve worked up with our team are really exciting and I look forward to seeing them out in the trade and driving sales of Jack,” he added.
