Thursday, February 27, 2014

Jack and Frank

Celebrity endorsements are often forced and feel disingenuous, like when Tiger Woods was a spokesperson for Buick. Did anyone believe he really drove one?

This, however, is the kind of endorsement, I can endorse.

Frank Sinatra drank Jack Daniel's on stage. Every night.

He wasn't paid to do it. No marketing guru scripted his line "Nectar of the gods, baby." It was what Frank believed and how he lived. It's a very cool and authentic part of the brand's heritage, one that's still relevant today.

Jack Daniel's is smart to remind us of Ol' Blue Eyes' love of their liquid and leverage this association to enhance the timelessness of the brand.

It proves that sometimes you can move forward by looking back.

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