Jack Daniel’s uses First Global Campaign, ‘Make it Count’, to Connect Consumers Across the World.


Jack Daniel's

Jack Daniel’s is introducing its first truly global creative campaign dubbed “Make it Count” globally. The campaign is being brought to life through TV, social media, digital platforms, out of home and print platforms in over 100 countries including Kenya.

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With this new campaign, the 154 year old whiskey brand plans to celebrate the people who drink it and the lives they lead. ‘Make it Count’ focuses on the impact on peoples’ lives when they decide to make bold life decisions. In these current times, now more than ever people must embrace their inner call. This new tone equally reflects the spirit of the Kenyan consumer, many of whom are already long-standing Jack Daniel’s consumers and fans of the brand.

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The inspiration for the campaign comes from a vintage J.D ad that read “Proudly served in fine establishments and questionable joints.” It served as a reminder that Jack Daniel’s is for everyone. As a result, ‘Make It Count’ is about its fans who grab life by the horns and make the most of their experiences.

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A 60 second film titled “First Timers” has kicked off the campaign, showcasing Jack Daniel’s consumers who decide to live boldly and try something they’ve always wanted to do.

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