A story worth telling

Brown-Forman Global Travel Retail is emphasising “independence, authenticity and integrity” in a major Jack Daniel’s whiskey campaign across 50 airports worldwide.

Eye-catching “We Are Jack” displays, messages and other activation features will be seen by travellers across the globe in what Brown-Forman Global Travel Retail Vice President and Marketing Director Aude Bourdier calls “a sizeable financial commitment”.

The campaign is all about showcasing the history of the brand and the people who make it in a retail world where craft, heritage and good stories are valued.

“Truth is more powerful than marketing fiction,” Bourdier says. “The We Are Jack campaign is designed to emphasise the fact that Jack Daniel was a real person, his distillery is located in a real place and the people who make it are passionate and loyal professionals whose motto goes back 153 years: every day we make it, we’ll make it the best we can.”