Jack Daniel's: Pick Boldly by FCB Chicago

Jack Daniel’s Tennessee Apple is being promoted with 'Pick Boldly,' a fully integrated launch campaign for Jack Apple, created in partnership with FCB. Brown-Forman selected FCB as the global agency to introduce the new Jack Daniel’s Tennessee Apple to the world in April; this is their first piece of work as a result.

The 30-second national TVC titled 'Infinite Apple' will air in key programming during MLB, NFL and WWE events. Additionally, Jack Daniel’s and FCB also created a teaser video to build a groundswell of excitement among loyal consumers before the launch.

To highlight the taste of refreshing apples emboldened by the character and confidence of Jack, the campaign encourages consumers to turn their flavored whiskey choice into a statement.