Jack Daniels revamps ready to drink packaging to achieve standout in crowded Australian marketplace

The refresh hopes to enable Jack Daniels to stand out within the crowded marketplace

Brown-Forman has been working with JDO Brand Design & Innovation to redesign its ready to drink (RTD) Jack Daniel’s secondary packaging for Australia.

Appointed to the account following a three-way pitch, JDO was tasked with enhancing the premium cues of Jack Daniels RTD whilst also disrupting the category and increasing refreshment cues. The new look challenges the tradition of Jack Daniel’s with a large brand logo and angled crops along with disruptive ‘rip’ design devices revealing the product below.

Matt Harada, group marketing manager at Brown-Forman, said JDO understood “the Jack Daniels brand and the advanced state of the Australian market in terms of RTD, compared to the US and the UK”. He added: “The team ‘got’ the brief straightaway and as a result we have now started working with JDO on several of our other major brands.”

JDO creative director, Ray Smith, commented: “The challenge was to add new characteristics to what is one of the biggest brands in the world, a brand that is synonymous with effortless cool and quality crafting. Our aim was to establish a standalone characterful brand extension that reflected ‘The perfect mix’ in a bold, confident and modern way. We needed to strike a balance between disrupting the market and retaining the tradition, provenance and heritage of the Jack Daniel’s brand.”

Currently Australia is the world leader in alcoholic RTD sales, representing 60 per cent of the global market. Jack Daniels pre-mixed can and bottle portfolio includes three different flavour variants – cola, ginger and lemonade.

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

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