• Skip to content
  • Skip to secondary menu
  • Skip to primary sidebar
  • Skip to footer

Adpulp

The Chronicle of Bright Ideas

  • About
  • Ad People
  • Featured Creative
  • Political Advertising
  • Content
  • Social Media
  • Media Trends
  • Contact

Jack Knows Jack

October 11, 2007 By David Burn

Jack_Russia.jpg
David Kiley of BusinessWeek looks at Jack Daniel’s success overseas.

For Pok Rui Bin, 29, drinking Jack Daniel’s Old No. 7 after 12-hour workdays in Beijing means mixing it with green tea. What appeals to Pok about the Tennessee whiskey, he says, is the smooth smoky flavor, “and how it’s hand-crafted and all comes from this one special place…I love that American West stuff.”
Allowances can be made for Pok’s poor sense of direction, and for the green tea mixer, since he’s never been to the U.S. But he has been to the Jack Daniel’s Web site, which is translated into 14 languages.

Kiley also explores the methods by which a brand attains icon status.

The brand’s marketing strategy has been the same since 1957, a consistency that is practically unheard of in advertising circles. Even the TV ads use the simple black-and-white photos rather than moving pictures. And that global consistency has been helped in no small part by Ted Simmons, who has been working on Jack Daniel’s ads since 1967. First at his own St. Louis ad agency, and now as a consultant to Arnold Worldwide. Simmons says he learned long ago to avoid putting customers or celebrities in Jack ads. “You don’t want to hold a mirror up to people,” says Simmons. That, he says, leaves the brand accessible to leather-clad bikers, as well as churchgoing schoolteachers, whether they are in St. Petersburg, Russia, or St. Petersburg, Fla.

Related

Comments

comments

Filed Under: Brands

About David Burn

Co-founder, editor, and publisher of Adpulp.com. David wrote his first ad for a political candidate when he was 17 years old. She won her race and he felt the seductive power of advertising for the first time. Today, David is a creative director in Austin, Texas.

Primary Sidebar

About

The Chronicle of Bright Ideas. Launched by David Burn and Shawn Hartley in 2004. Read, shared, and debated by a rogue group of ad pros ever since.

Breaking News

  • Hot Desert, Cold Brew April 18, 2018
  • Frustrated Fido? Walk It Out With Rover April 14, 2018
  • What Marketers Can Learn from Hootsuite Academy April 12, 2018
  • Minute Maid Questions What Good Is, Decides, “this is GOOD” April 11, 2018
  • Are You Open to the Massive Business Opportunities in EQ? April 10, 2018
  • My Y Story: A Star-Studded Original Content Series by the Y April 8, 2018
  • Tim Horton’s Has The Coffee That Brings Canadians Together April 7, 2018
  • Take the Long Way Home in a Citroën April 7, 2018
  • Lexus Finally Delivers On The Promise of Hyper-Customization April 1, 2018

Get Adpulp in Your Inbox

Receive an email notification when we publish a new article.

Navigate by Topic

Connect

Follow Us on FacebookFollow Us on TwitterFollow Us on YouTubeFollow Us on E-mailFollow Us on RSS

Inkl Up!

Help support Adpulp with financial contributions on a per-post basis. Sign up for @Inkl today.

Footer

Translate

What People Are Reading

  • Hot Desert, Cold Brew
    Hot Desert, Cold Brew
  • Zuck Sweats It Out At, Reveals Facebook's Ultimate Agenda
    Zuck Sweats It Out At, Reveals Facebook's Ultimate Agenda
  • Fried Goodness
    Fried Goodness
  • Frustrated Fido? Walk It Out With Rover
    Frustrated Fido? Walk It Out With Rover
  • Minute Maid Questions What Good Is, Decides, "this is GOOD"
    Minute Maid Questions What Good Is, Decides, "this is GOOD"

Search the Site

Hours & Info

Off Madison
[email protected]
Always on.