CLIENT: BROWN FORMAN
Haines McGregor have worked extensively with Brown Forman to manage the positioning and communications of their portfolio of brands across developing markets around the globe.
As Jack Daniel’s expanded into new geographies across Asia and Eastern Europe there was a need for greater consistency in how the brand ‘showed up’ across a growing array of touch-points. Our work involved a motivational segmentation of JD consumers in all its developing markets, and found unifying insights against which to position the brand. Full brand guidelines followed, enabling consistent activation around the world.
Following the success of this project Haines McGregor were engaged to review the portfolio strategy for the launch of Jack Daniel’s premium range in developing markets. The project involved dedicated insight work into the drivers of ‘premium’ and what this meant to JD consumers across emerging markets.
Over the past decade since we worked with Jack Daniel’s sales have soared, with over half of the income now generated outside of the US in key developing markets including Mexico and Poland. Contributing to this was the growth of its super and ultra-premium whiskey brands, including Woodford Reserve, Jack Daniel’s Single Barrel and Gentleman Jack.
HMc developed a path for JD which set the direction, the long term goal, and every stepping stone along the way to get there… all in a way that carried complete organisational buy-in and enthused stakeholders along the way – giving the regional teams a clear template to follow for the development of the Jack Daniels family of brands.
Nigel Truphet, Regional Brand Director