In March of this year, Jack Daniels announced they were revamping the bottle and logo of their Gentleman Jack Rare Tennessee Whiskey product to bring a new "refinement" to the brand. 
Avenue Vine reported that the campaign to launch the new bottle would include an updated website at GentlemanJack.com, national magazine and outdoor advertising, point-of-sale materials and featured drink recipes.
Well, I passed one of those billboard ads today on the highway, and I was very impressed. The Gentleman Jack brand is meant to connote sophistication and refinement and the billboard ad did an excellent job of conveying that message.
The billboard used copy that I can't completely remember (I wish I'd had a pen), but it did include a disclaimer very similar to the one used on the GentlemanJack.com website, which says, "A gentleman knows his limits. Please enjoy Gentleman Jack responsibly." The disclaimer copy on the billboard said something similar like, "A gentleman never drinks and drives." Bottomline, the design and copy perfectly communicated the brand message.
Unfortunately, I won't be back in the area where I saw the billboard anytime soon. If anyone can find a copy of a Gentleman Jack ad online, please leave a comment and let me and MarketingBlurb's readers know. I'd love to take another look at it. It's not often that an ad really impresses me like this one did.
Have you seen an ad that really impressed you lately? Why not leave a comment and tell us who the advertiser was and what you liked about it? It would be really interesting to do some follow up posts about ads other people love!
Hello designers of the NEW bottle.
I think you made a Me-Too design product packaging mistake.
The orginal bottle design and package was far more unique and was easy to describe and fit on the shelf.
As an electro-mechanical engineer, I have come to realize that if it ain't broken don't fix it.
I am one of the orginal "Gentleman Jack" tasters and promoters. I have introduced the "Gentleman" to my friends and business associates in Brazil, Germany, England, Mexico, St. Lucia, St. Martin and Jamaica.
It tastes the same, but sorry to say just another rectangle bottle.
Where is the tradition, product consistency and good old Jack Daniels package that the world has come to enjoy?
Posted by: Ed Leininger | January 8, 2008 6:13 AM | Permalink to Comment