An icon gets a recharge with a national tour for Jack fans new and old.
Jack Daniel’s is one of America’s most iconic brands, but fame and ubiquity wasn’t translating into relevance among millennial whiskey drinkers. And with more DIY competitors and craft whiskeys coming to the forefront of the market, the legacy of Jack was getting lost in the shift.
Throughout the decades of drinking Jack, musicians have been its biggest fans. Frank Sinatra shared it with his friends. Fats Domino and Trick Pony put in in song. In popular culture, music and Jack are intrinsically entwined. And what is every music fan’s dream? To live the rock’n’roll life of their favorite band.
Inspired by a life on the road that Jack’s biggest fans and advocates lived throughout the years, we created House No. 7, a multi-channel, multi-city marketing platform, where the lines between real and the imaginary blur.