"We are at a pivotal moment in time as we seek to deliver the next generation of growth for our brands," said Mark McCallum.
A print and digital campaign for Jack Daniels' Tennessee Honey variant by Arnold Furnace features what appears to be a swarm of bees, but on closer inspection proves to be a swarm of festive people. The agency chose the 'Draws a crowd' theme because an approach that worked well in the US and other markets ('A little bit of honey, a whole lot of Jack') did not resonate well in Australia. The agency reports that even Jack Daniels himself is hidden among the buzzing partygoers.
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