Jack Daniel’s, the whisky brand synonymous with the rock ‘n’ roll lifestyle, has expanded its ongoing Jack Rocks campaign to target fans of hip-hop and grime.
Michael Boaler, senior brand manager for the Brown Forman drink, explained the decision was made to reflect current eclectic attitudes towards music.
“I think music is far less tribal than it used to be,” he told The Drum. “The mods and rockers are listening to the same stuff now. There’s no such things as people being attached to one genre.”
Boaler added: “Jack Daniel’s is routed in rock ‘n’ roll – that’s where the brand has grown Read full story ›
Source: The Drum
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