Jack Daniel’s® Launches First TV Campaign in 25 Years for Super Premium Brand Gentleman Jack

Gentleman Jack introduces “The Order of the Gentlemen”

(Lynchburg, TN, April 15, 2013): For the first time since the creation of Gentleman Jack Rare Tennessee Whiskey in 1988, Jack Daniel’s is promoting the super premium brand with a fully integrated marketing campaign. “The Order of Gentlemen,” is a clever homonym that plays on “the order” of gentlemen society with “the order” of a Gentleman Jack whiskey. As the campaign cites, “Gentleman Jack is The Order (of whiskey) of The Order (of gentlemen).”

Throughout history, men have identified with “orders” to define the rules and codes in which to operate and conduct themselves. “The Order of Gentlemen” brings brand fans into the fold as it demonstrates the core values that embody the Gentleman Jack campaign: character, purpose, integrity, generosity and restraint. 

The first commercial, “Secret Meetings,” premiered during the launch of Anthony Bourdain’s “Parts Unknown” on CNN April 14 and features Titus Welliver, a veteran of film, television, and theater having appeared in all of Oscar-winner Ben Affleck’s directorial outings, including Gone Baby Gone, The Town, and Argo. In “Secret Meetings,” he portrays the epitome of Gentlemanhood, with his character giving us the first glimpse into the secret society that is Gentleman Jack’s “The Order of Gentlemen.”

Adding to the air of intrigue is out-of-home and online advertising teasers about a microsite – the focal point for “gentlemen” and Facebook elements. Over the next few months “gentlemen” will be invited to take challenges, be brought into the fold as an official designee of “The Order,” and reap rewards. The more involved one becomes, the more Orders from the Order are unlocked.

 “The campaign targets men who are transitioning from their ‘carefree single’ days into more maturity, said John Hayes, SVP Managing Director Jack Daniel’s. These people still have a fondness for [regular] Jack Daniel’s. As they grow up, Jack Daniel’s might represent a bit more of their younger days and they are looking to step up.”

Throughout the intrigue and excitement of the campaign, developed by Arnold Worldwide, Gentleman Jack’s most important message comes through loud and clear: A gentleman knows that Gentleman Jack is the order of gentlemen.

About Jack Daniel’s

Officially registered by the U.S. Government in 1866 and based in Lynchburg, Tenn., the Jack Daniel Distillery, Lem Motlow, proprietor, is the oldest registered distillery in the United States and is on the National Register of Historic Places. Jack Daniel’s is the maker of the world-famous Jack Daniel’s Old No. 7 Tennessee Whiskey, Gentleman Jack Rare Tennessee Whiskey, Jack Daniel’s Single Barrel Tennessee Whiskey, Jack Daniel’s Tennessee Honey, Jack Daniel’s Tennessee Whiskey-Based Ready-to-Drink Beverages and Jack Daniel’s Country Cocktails. 

About Gentleman Jack

Unlike any other whiskey in the world, Gentleman Jack Rare Tennessee Whiskey is charcoal mellowed twice – once before it goes into the barrel and again after it fully matures. The result is an exceptionally smooth whiskey with a rich, rewarding taste. Jack Daniel’s is the maker of the world-famous Jack Daniel’s Old No. 7 Tennessee Whiskey, Gentleman Jack Rare Tennessee Whiskey, Jack Daniel’s Single Barrel Tennessee Whiskey, Jack Daniel’s Tennessee Honey, Jack Daniel’s Tennessee Whiskey-based Ready-to-Drink Beverages and Jack Daniel’s Country Cocktails. Join the conversation on Facebook at www.facebook.com/GentlemanJack