JACK DANIELS
A Little Bit of Honey, A Whole Lot of Jack
PROBLEM
Jack Daniels was launching its first ever flavored whiskey, but Jack Daniels fans were wary of adulteration
TRUTH
There’s a perception that flavored whiskey is for people who can’t handle “real” whiskey
PERSPECTIVE SHIFT
From the lighter side of Jack Daniels
To the darker side of honey