Jack Daniel’s American Serve


Agency: JDO, UK.
Project Type: Commercial
Client: Brown Forman
Location: Australia

JDO creates ‘American Serve’ for Jack Daniel’s
JDO Brand & Design has again partnered with Brown Forman, Australia this time to launch a new Jack Daniel’s ready to drink (RTD) product, ‘American Serve’ to target true whiskey lovers. Australia is the world leader in spirits RTD, representing 60% of the global market and Jack Daniel’s is the #1 selling whiskey in the world.

The new range provides the ‘perfect pour’ delivering one and a half shots of Jack Daniel’s Old No.7 with a splash of cola, ginger or lemonade to give the authentic smooth taste expected from a classic American serve.

JDO was briefed to develop a new and innovative way to showcase the American ‘look & feel’ of the RTD packaging to target a more sophisticated drinker and to help grow the RTD market and recruit new consumers. The teams were asked to design an RTD concept that was premium, modern, confident and authentic but that still held true to the strong Jack Daniel’s values of heritage and craftsmanship. The new design also needed to credibly own the ‘American Serve’ positioning in the Australian market.

The new range design embraces American design cues and colours whilst retaining the tradition, provenance and heritage of the Jack Daniel’s brand. Lines have been introduced in the variant colour while small stars are added to the sub brand. The challenge was to adapt the Jack Daniel’s branding to fit a small 250ml can format and to give the new ‘American Serve’ branding enough prominence. The smaller can format helps differentiate from other Jack Daniel’s serves.

Ray Smith, JDO creative director said, “We wanted to find the ‘sweet spot;’ the perfect balance between classic Jack Daniel’s and a new ownable identity for ‘American Serve.’ The challenge was to see how far we could push an American look & feel whilst still feeling credible in the Australian market.”

Marissa Murray, senior brand manager Jack Daniel’s added, “JDO’s new designs will help us reach a discerning consumer who can now enjoy the perfect serve of legendary Jack Daniel’s Old No.7 with some of their favourite mixers, in a more convenient way.”

JDO’s new designs are featured on 250ml can formats and four pack outer cases across three flavour variants.