Brown-Forman’s

Group 7: Lindsey AnkenyMadeline Bennett

Paige BystromAllison DickeyTyler Larson

Travis Ullman

Submission Date: December 4, 2013

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The following case analysis focuses on the Jack Daniel’s “Gentleman Jack” campaign

which is operated by Brown-Forman Corporation. In the campaign, Brown-Forman used

different components to reach out to the public such as televised advertisements on network and

cable television, special events, social media, community outreach through the creation of a

“secret” group consumers may be a part of, and a page dedicated to the Gentleman Jack whiskey

product on the Jack Daniel’s web page. Overall, the campaign has a weak evaluation due to its

lack in reaching out to women, its limited advertisements, a poor website, and unrelated brand

events. A major recommendation for the campaign is to reach out to the women in order to

increase their consumer spending on the product instead of only targeting young males.

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Table of Contents I. Introduction Basic Introduction of Report……...……………..……………………………………...4II. Campaign Overview……….…………………………………………………………………4III. Background Information & Situation Analysis Introduction to Situational Analysis……………………………………………………5 Company Profile & History (Lindsey Ankeny)…………………………...……….........5 Corporate Identity (Lindsey Ankeny)…………………………………………………...6 Industry Analysis (Lindsey Ankeny)……………………………………………….……7 Competitive Analysis (Tyler Larson)…………………………………………….............8 Brand Identity (Tyler Larson)………………………………………………………........9 Consumer Analysis (Madeline Bennett)………………………………………………..12 Advertisements (Madeline Bennett)…………………………………………………….13 Paid Media (Allison Dickey)……………………………………………………………14 Public Analysis (Paige Bystrom)………………………………………………………..15 Public Relations Messages (Allison Dickey)…………………………………………...16 Other Programming (Paige Bystrom)………………………………………………….18 Earned Media (Travis Ullman)…………………………………………………………19 Owned Media (Travis Ullman)………………………………………………………….21IV. Evaluation…………………………………………………………………………………..22V. Strategic Recommendations………………………………………………………………...25References……………………………………………………………………………………….29Team Biographies………………………………………………………………………………33Appendices………………………………………………………………………………………36

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I. Introduction

This analysis report focuses on the Jack Daniel’s “Gentleman Jack” campaign, which was

produced by the Brown-Forman Corporation, the producer and marketer for the Jack Daniel’s

brand. The report includes a campaign overview, a situation analysis, an evaluation of the overall

campaign, and strategic recommendations to improve the campaign as a whole.

II. Campaign Overview

The Brown-Forman Corporation launched the Jack Daniel’s “Gentleman Jack” campaign

to raise awareness for their brand. The corporation needed to create this campaign because

Gentleman Jack was not growing at the pace of the whiskey market. Therefore, Brown-Forman

is looking to accelerate Gentleman Jack’s growth rate and share of the market (Shultz).

The Jack Daniel’s Gentleman Jack campaign called “The Order of Gentleman” ran from

April 2013 to the present. The campaign is designed to run until 2016 for a total of three years

(Lacy).

The Gentlemen Jack campaign, developed by Arnold Worldwide, was an integrated

campaign that began during the spring of 2013. The first broadcast advertisement premiered

during the launch of US chef Anthony Bourdain’s Parts Unknown on CNN during April 14th

(Lacy). This was the brand’s first tv ad campaign since its release 25 years ago. Around this

time, the campaign began to put out online and print advertisements. Various digital activity

including social media accounts and a website were also created. Over the next few months,

“gentlemen” were invited to take part in challenges and earn rewards (Lacy). According to the

Jack Daniel’s website, from September 14th through December 14th, Gentleman Jack sponsored

a cultural event with live performances called “Arts, Beats and Lyrics”. Currently, for the 2013

Holiday season, Gentlemen Jack can be purchased with personalized engravings.

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III. Background Information & Situational Analysis Introduction:

The following report is a situation analysis on Brown-Forman Corporation particularly

focused on their Jack Daniel’s “Gentleman Jack” campaign. The analysis will outline the

following factors: the company’s profile and history, corporate identity, industry analysis,

competitive analysis, brand identity, consumer analysis, advertisements, paid media, public

analysis, public relations messages, other programming or events, earned media, and owned

media or social media related to the Gentleman Jack campaign. Upon completion, we hope to

draw conclusions about the campaign that could assist Brown-Forman in better understanding

factors like missing/unaddressed demographics, effective social media interaction, and better

promotional events that could help Gentleman Jack thrive within the whiskey market.

Company Profile & History:

Brown-Forman is a producer and marketer of fine quality alcoholic beverage brands.

Currently known as one of the largest American-owned spirits and wine companies, Brown-

Forman is also increasing efforts toward expansion of their global market. According to their

company website, their combined wines and spirits portfolio is made up of more than thirty

brands, including Jack Daniel’s, which remains one of their most paramount brands to date.

It all began in 1870 when a man by the name of George Gavin Brown had a innovative

idea to sell whiskey in sealed glass bottles. At that time, whiskey was sold by the barrel, and

often varied in quality. George identified the need for a consistent high-quality whiskey that met

medicinal standards, so with the help of his half-brother, created Old Forester Kentucky Straight

Bourbon Whiskey, American’s first bottled bourbon, marking the beginning of J.T.S Brown-Bro

(Brown-Forman.com). Over the years the business grew, the original partnership between

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George and his half-brother dissolved. The company went through a multitude of various name

changes. “Brown-Forman,” the name that remains today, had originated from a partnership

between George and his accountant, George Forman (Brown-Forman.com).

The publicly owned, for-profit company is headquartered in Louisville, Kentucky, and is

positioned amongst the most famous distilleries in the United States. Over the years, the

company has increasingly been working on expanding its business around the world. To date,

Brown-Forman has presence in more than 135 countries worldwide (Brown-Forman.com).

As previously stated, Brown-Forman is made up of more than thirty brands. Some well-

known brands of the corporation that they are increasingly working to promote on a global scale

include: Jack Daniel’s (as noted above), Southern Comfort, Finlandia Vodka, Tuaca, Woodford,

Reserve Bourbon, Canadian Mist, Early Times, Old Forester, Korbel champagne, and

Chambord. Current Chief Executive Officer, Paul C. Varga ensures that Brown-Forman will

remain, “completely committed to the highest levels of integrity” to display that the company

can continue to deliver long-term sustainable growth by engaging an expansive set of

increasingly global stakeholders and consumers (Brown-Forman.com). For the sake of the

analysis, the remainder of the report will increasingly be focusing in on Brown-Forman’s efforts

regarding the Jack Daniel’s “Gentleman Jack” campaign.

Corporate Identity:

Brown-Forman, owner of the Jack Daniel’s brand, is a company dedicated to creating

brands that last forever. The company’s mission statement is “to enrich the experience of life

[…] by responsibly building beverage alcohol brands that thrive and endure for generations”

(Brown-Forman.com). According to the company website, their vision begins with their current

ten-year strategy based around the following traditional values: integrity, respect, trust,

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teamwork and excellence. To further, Brown-Forman also focuses in on five key behaviors to

promote amongst all employers. These five behaviors include: being curious, courageous,

collaborative, creative, and a champion (Brown-Forman.com). By combining these behaviors

with the company’s values and vision to build “forever” brands, Brown-Forman will continue to

be guided down the path toward overall company growth.

Recently, Brown-Forman began pouring millions of dollars into the Jack Daniel’s

“Gentleman Jack” campaign in hopes to encourage brand growth, and ultimately promote

company growth. In this particular campaign, Brown-Forman decided to target men who are

transitioning from being those “carefree single males” into mature gentlemen. The campaign

places strong emphasis on company-consumer relationship management. AdAge reporter, E.J.

Schultz notes in an article published on the AdAge website that the campaign encourages the

target market to learn more about “The Order of Gentlemen” by engaging with them via social

media, putting on special events, and sending out gifts to those consumers who are talking

positively about the brand. Although the messages in the campaign appear consistent with

Brown-Forman’s corporate identity for the most part, the campaign is failing to reach a large

number of potential consumers.

Industry Analysis:

The US Distillery Industry consists of distilleries that manufacture various spirits and

liquors. According to the IBIS Report on Distilleries in the US, the industry is structured around

selling the manufactured spirits to liquor wholesalers, bars, casinos, restaurants, hotels and other

retail stores. To date, the industry is concentrated around three major corporations, Brown-

Forman, Diageo PLC, and Beam Inc. Together these corporations account for 62.9% of spirit and

liquor productions within the United States (IBISWorld).

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Despite the recent recession, the Distilleries industry has maintained growth over the past

few years. According to the IBIS Report on Distilleries in the US, “What kept the industry from

declining during the recession was a trend toward premiumisation: an increase in the

consumption of higher-grade liquors and spirits.” Instead of going out for just a “drink,”

consumers have taken interest in the idea of going out for “cocktails” because for whatever

reason, cocktails have strong association with the idea of class and sophistication. This trend is

expected to become more widespread as consumer spending increases, which will drive up sales

for fine quality alcoholic beverage companies, like Brown-Forman.

Brown-Forman’s current Gentleman Jack campaign is not fully taking advantage of the

current market trends. First off, although the primary consumer of whiskey is the male

population, the Gentleman Jack campaign fails to reach nearly half of the potential market:

women. In addition, the campaign fails to successfully reach opinion leaders who have a strong

ability to influence consumer behavior in the marketplace. For example, there is no Twitter page

dedicated to the campaign. Opening up these options would allow Jack Daniel’s to access a wide

variety of potential consumers by creating a platform for interaction between the brand and the

consumer, while encouraging word-of-mouth advertising.

Competitive Analysis:

Brown-Forman is considered one of the big three companies in distilled spirits, along

with Diageo PLC and Beam Inc., as mentioned before. Alcohol sales were tough data to gather,

since most data is tracked, gathered, and reported annually. As the 2013 fiscal reports per

company comes in and the data is synthesized, we will fully be able to see the impact overall of

the Gentleman Jack TV advertising campaign on the whiskey industry in terms of market share.

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However, there’s data gathered for the year prior along with some of Brown-Forman’s most

recent sales numbers.

Before the official campaign was launched in April (Lukovitz), Brown-Forman had a

market share at 16.5%, according to a Mintel report from October on Dark Spirits (Dark Spirits).

This is a composite from their many brands like the other Jack Daniel’s family of brands,

Woodford Reserve, and Early Times. The other top competitors, Diageo PLC (Crown Royal,

Seagrams, Johnnie Walker) and Beam Inc. (Jim Beam, Canadian Club, Maker’s Mark) have

shares of 28% and 21.7%, respectively with the other competitors picking up the remaining

33.8% (Dark Spirits). Many of these other brands carry a greater amount of well known names,

whereas Jack Daniel’s is one of the only known brands for Brown-Forman. Jack Daniel’s does

have the highest market share by almost two and a half percent (Dark Spirits). According to

Brown-Forman, their first quarter underlying sales for Gentleman Jack and their other “super-

and ultra-premium whiskey brands” grew by 20 %, second only to Korbel, another brand they

own, at 27% (Brown-Forman).

Brand Identity:

Whiskey distilling is a lengthy process. Jack Daniel’s whiskey sits in their custom made

barrels for years, anywhere from 4 to 6 years, aging til that right moment when it’s prime to be

drank (Jack Daniel’s Distillery Tour, personal communication, August 17, 2013). This kind of a

process is one perfected over time. These processes become highly treasured by the brands

themselves and give them a certain nostalgic appeal. Jack Daniel’s identity is steeped in their

history and location. The distillery is the oldest registered in the United States, registered by

Jasper “Jack” Daniel in 1866 (Jack Daniel’s Distillery Tour, personal communication, August

17, 2013). One of the most unique features about the original location is that it’s located in a dry

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county meaning, there are no liquor sales anywhere in the county other than their specialty bottle

store in the visitor center, as of recent (Jack Daniel’s Distillery Tour, personal communication,

August 17, 2013) a fact that a Jack Daniel’s associate is never shy of pointing out. Their

commercials often highlight their many distinct features, that are strongly associated with their

brand like the signature barrels, their picturesque facilities in the Tennessee hills, and their

specialty products that range from Gentleman Jack to Jack Daniel’s Tennessee Honey.

Gentleman Jack in particular is different from other Jack Daniel’s products, taking a more

thoughtful approach to maturing, which is more contradictory in fashion to their classic Old No.

07, which has more popularity amongst younger folks. As a more expensive product in the line,

it’s easy to see why more mature, settled men are more likely to consume it. Jim Beam is a very

similar brand, very steeped in their tradition and history. Part of Kentucky’s famous Bourbon

Trail, founder Jacob Beam, sold his first barrel in the year 1795 and have since kept the secrets

and leadership within the family as Beam’s great-grandson, Fred Noe III is currently the Jim

Beam “Master Distiller,” in addition to all previous masters being descendants of Beam as well

(Beam). Distilled in barrels somewhat similar in fashion to Jack Daniel’s, the history and

methods are highlights of their brands. Crown Royal is the odd one out of the bunch. Distilled as

a Canadian Whiskey, since 1939, it wasn’t introduced in the US until 1964 (Crown Royal).

According to their website, Crown Royal was created for the King and Queen of England’s

maiden voyage to Canada (Crown Royal). Seagram’s Chairman decided to create a whiskey for

the occasion that reflected the opulence and splendor of it by creating a unique bottle and

wrapping it in a more distinct purple velvet bag , which is still used to this day (Crown Royal).

Crown Royal still likes to be thought of as an elite and prized brand, being associated with the

upper class.

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Due to the similarities between Jack Daniel’s and Jim Beam, their brand positioning

strategies are very similar. With many centuries of whiskey distilling experience between them,

their legacies in distilling have become central to the product and the brand. Both seem to

employ benefit positioning strategies, using emotional appeals as well as user positioning. Jack’s

commercials and product design hint at very simple and complex aspects being used. Gentleman

Jack is in a very plain bottle with a silver plate as a label, and the more popular product Old No.

07 is in a square, medecine-type bottle with a very basic black and white label. Jim Beam is

similar in fashion, with a square bottle and a slightly more ornamented logo, but still very basic.

Both brands like to come off as very simple with nothing too flashy or obnoxious about their

ways. Both products want you to drink their product, and think about all the history that has gone

into perfecting their recipes and distilling processes. Consumers become attracted to these

features and can adopt a persona that the brand has created via their messages. Jim Beam’s

advertising display a harder edge in way. In a 2011 commercial with Willem Dafoe called

“Parallels,” the theme and message of the ad is about “making bold choices” (Beam Press

Release), as in choosing to drink Jim Beam is a bold, yet proper choice, which makes the user

believe since they are bold that I should drink Jim Beam. This notion that, innovators and people

with courage drink Jim Beam. Jack’s website has a timeline that likes to highlight their process

more so from the maturation, to the barrel charring, and charcoaling (Jackdaniels.com). Crown

Royal, as said before, enjoys being thought of as a whiskey to suit the tastes of the wealthy and

important. The purple velvet bag is one of the most distinct signatures of the product. Their latest

“Reign On” commercials, tell typical consumers to continue doing some beneficial act, and

“reign on” like some monarchical supervisor (YouTube). Essentially they are using user

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positioning, to make the consumer feel important, like a king or duke would. This is not why the

brand is experiencing problems.

Consumer Analysis:

The potential market for Jack Daniels Gentleman Jack Whiskey is the male consumer.

The campaign’s target consumers are younger upper class, white-collar males between the ages

of 21-34. Highly educated men that value refined social behavior. Men transitioning from their

carefree single days, to a more mature level are the focus of the advertisement (Lukovitz). Men

that are Whiskey drinkers who choose one blend of Whiskey and stick with it until they grow

old. This advertisement targets men who are gentlemen and who want to drink like gentlemen.

These men are confident, generous, impressive and in control of their lives. The target

consumer’s need related to Gentleman Jack is self-esteem. The consumer of Gentleman Jack

Whiskey wants to be confident and respected amongst others. They are choosing to drink

Gentleman Jack based on the prestige of the brand. The consumer can’t just join the Order of the

Gentlemen, you have to earn it through being an advocate of Gentleman Jack (Lacy). This

campaign tactic utilizes the need for self-esteem amongst the target market. The Gentleman Jack

campaign also focuses on the consumer’s need to belong. Jack Daniel’s created a secret society,

The Order of the Gentlemen, to attract the consumer’s attention to the brand (Lacy). The society

creates a sense of connection between the people who consume Gentleman Jack. Order of the

Gentlemen aids in the consumer’s need to belong and connect with others. Lastly, another target

consumer’s need related to Gentleman Jack is social stability. The men who drink Gentleman

Jack prefer to live in a socially stable environment. These men tend to follow the norms of

society and favor a stable lifestyle. The Gentlemen Jack campaign targeted the right market

segment because the majority of their consumers are males. The campaign is successful in

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focusing on messages that appeal to the male population. The campaign is also successful in

using the target consumer’s needs to promote their brand and sell their product.

Advertisements:

The communication objective for the Order of Gentlemen campaign is to build awareness

for the brand specifically among a younger generation. While Gentleman Jack has been growing

5% a year for the past 25 years, the super-premium market has recently increased to a 10 to 15%

growth (Shultz). Since Gentleman Jack is not growing at the pace of the category, this is an

opportunity to raise awareness for the brand (Paskin). The advertising strategies of this

campaign’s advertisements include social-anxiety, image ads, repetition/slogans and reason-why

appeals. First, the advertisement uses the social-anxiety appeal to evoke certain anxieties to

influence the consumer’s behavior to drink Gentleman Jack. You will look more confident and

self-assured with a Gentleman Jack Whiskey in your hand.

Second, the advertisement uses the image ads appeal to reinforce their brand image and

personality. The advertisement focuses on the brand and appeals to brand conscious people who

wish purchase a particular brand in order to make a brand statement. The advertisement starts out

with a shot of a dark alleyway. A man is sitting at a desk in the alley. He talks about what the

order of gentlemen is. He goes on to explain that the order of gentlemen is Gentlemen Jack, a

Tennessee whiskey that men order when they want to feel like gentlemen. He then says that in

the society you might go around wearing rings and attending secret meetings. He walks away

from his desk while his phone starts to ring. The ad then shows Gentlemen Jack with the website

“whatistheorder.com” on the bottom of the screen. This campaign could be effective because

most of the consumers of Jack Daniels are male. This campaign might also backfire because the

company is only specifically targeting half of the population. Without alienating current male

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consumers or undermining the masculine side of the brand, the campaign would benefit from

opening up the brand to women.

Paid Media (Advertising):

According to our competitive analysis research, Gentleman Jack’s top two competitors

are Jim Beam whiskey (Beam Inc.) and Crown Royal Canadian whiskey (Diageo Company).

Each brand has spent a different amount of money for each type of advertisement as seen in the

three charts located in the appendices.

Each chart shows the total amount of money spent on the advertising part of the

campaign and a pie chart explains how the money was distributed in each class. Figure 1 shows

how Brown-Forman spent most of their money on cable television advertisements and the rest on

the network television. There were no investments made for any other class of advertisement.

Figure 2 shows Jim Beam’s whiskey campaign of money distribution (AdSpender). They spent

much less as a total than Gentleman Jack and distributed their money mostly in magazines,

followed by cable and network television. Figure 3 explains the money distribution in each class

for the Crown Royal whiskey campaign (AdSpender). Crown Royal is the one which spent the

most on their campaign and used several different advertising tactics such as cable television,

magazines, internet display, network television, and the outdoors (AdSpender).

Brown-Forman did not advertise in the right places when comparing their whiskey

market share with their two competitors in the 2012-2013 Whiskey Market Share pie chart in the

appendices. Diageo PLC which owns Crown Royal whiskey has the largest whiskey market

share, followed by Beam Inc. and Brown-Forman taking third place. Diageo PLC spent most of

its money on cable television advertisements as well as magazines and internet displays. Brown-

Forman did not invest in any sort of magazines and internet display advertising which could have

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been a benefit on their part for their campaign and make more profit. Beam Inc. invested most of

its money in magazines and is placed ahead of Brown-Forman in the whiskey market share

comparison. Brown-Forman should have spent more money on magazine advertisements and

internet displays. They could have placed advertisements in magazines with a main audience

composed of young male adults which is Gentleman Jack’s primary audience. The magazine GQ

could have been a magazine to place a print advertisement about Gentleman Jack whiskey.

Public Analysis:

Jack Daniel’s has many different publics which all have an important impact on any

campaign they run. This includes stakeholders, gatekeepers and opinion leaders, media outlets,

consumers, Mothers Against Drunk Driving and other similarly interested organizations,

employees, and the whiskey industry. For Gentleman Jack, much of what their campaign is

focusing on is getting media attention from local newspapers when they do public relations

events and receiving mentions on social media from their consumers. Because of this, there is

reason to believe that a key public would include opinion leaders. There is already evidence that

Gentleman Jack is focusing on this public because of one of the opportunities they offer

members of “The Order”. Bartenders and bar owners that are members are offered a chance to

host a tasting party for ‘pledges’ of their choice. These people are opinion leaders because they

are around alcohol quite often and many bar patrons trust their bartenders’ opinions on beverage

options. Also, to receive more special offers as a member of The Order, participants must post

about the product on social media and mention Gentleman Jack. Other opinion leaders like

alcohol reviewers will take advantage of this and at the same time, their readership will gain

knowledge about the product.

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Another key public is the media. This campaign is relying heavily on media coverage of

pr events rather than advertising it themselves. When searching for any ads set out for Gentleman

Jack’s Arts, Beats + Lyrics event, there were none to be found. Although there was a great

amount of local newspaper coverage with a press release sent out by Jack Daniel’s. There were

also reviews of the event posted by news sources. (Newman) In addition to the media coverage,

there was also a lot of follow up with the events with people that attended posting photos from

the event and talking about it on the Facebook event page. (Facebook)

I think Gentleman Jack targeted the right publics for this campaign. Because the

campaign is so interactive and heavily public relations focused, they chose to target the publics

that would most successfully get their message and brand identity out to consumers. Though they

offer many incentives to opinion leaders, they don’t make this very clear in their advertising,

social media, or email list. This is where Gentleman Jack is failing to reach its consumer. Their

opinions leaders have not been motivated enough to spread information about it.

Public Relations Messages:

Brown-Forman has used different tactics for their Gentleman Jack campaign to reach out

to the key publics. Their key publics being young males transitioning from their carefree single

days to a more mature level, they have created a secret society called “The Order of Gentlemen”

(Jackdaniels.com). To become a friend of “The Order of Gentlemen”, one must follow the five

Rules of Gentlemenhood which consists of actions and behaviors to be considered a gentleman.

Examples include “a gentleman keeps his word”, “a gentleman is generous with his time and his

friends” and “a gentleman impresses without trying to impress”(whatistheorder.com). The five

rules are used to show encouragement to the young male adults to attain the mature level and

how it is something everyone looks for in a man. The final rule which one must consider most

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important is “Gentleman Jack is The Order of Gentlemen”(whatistheorder.com). This message

tells the public if they order a Gentleman Jack drink, it shows they are stepping up in the world

and want to become a gentleman. Drinking Gentleman Jack is a sign of wanting to change in

order to become a better person.

An online registration form must be filled out to be accepted into the Order of

Gentlemen. Once it is done, a message is sent which says “You are hereby considered a Friend

of The Order of Gentlemen. Cheers” with a promise to “contact you further and keep you abreast

of our events and intentions” (Lacy). This tactic is used to inform the key public about any

events and news information about Gentleman Jack. It keeps the public informed about the

product and keeps them involved in the purchase of it. By being a Friend of The Order, one

might tell their friends and family about it who then might have the desire to be a part of it and

spread the word once again. Being a Friend of The Order gives the consumer a feeling of

importance as they are a part of a secret club. They can receive emails about events such as

“secret meeting”taking place to gather each member of the order and share their love for

whiskey, and gain information about promotions. Each member is given The Order ID card so

they can have access to events and promotions.

Since Gentleman Jack is an alcoholic beverage, the issue of underage drinking and over

consumption are important parts to consider in the campaign. In order to show Brown-Forman

wants to prevent underage drinking, they have created a website which requires entering a birth

date. Someone under the age of twenty-one would still be able to access the web site by giving a

fake birth date but they are still trying to show their prevention of underage drinking. In addition,

the Gentleman Jack Facebook page is only accessible to Facebook users over the age of twenty-

one. When registering for an account on Facebook, we are required to give our birth date which

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is how Brown-Forman keeps track of who can see the page. The Facebook page contains recipe

ideas with the whiskey, messages from The Order of Gentlemen, and holiday competitions. To

inform the public about over consumption, messages such as Ënjoy Responsibly. That’s An

Order” (see Image 2 in appendices) and “Gentlemen Drink Responsibly” are shown on the

emails received by members of the Order as well as on the Jack Daniel’s web page

(whatistheorder.com).

A tactic Brown-Forman did not use in their campaign to reach out to their public is the

use of Twitter. Twitter is an easy way to inform the public about events taking place about

Gentleman Jack as well as to inform the community members about issues they are taking into

consideration such as the over consumption of alcohol. They could also use Twitter to create

awareness about The Order of Gentlemen and encourage the audience to become a members.

Other Programming (Events):

Jack Daniel’s has many different events that they sponsor and host in order to maintain

public relations and promote its brand. After launching the integrated campaign for Gentleman

Jack early in 2013, there has been little public relations work done for this particular member of

the Jack Daniels family. On October 25th, 2013 Jack Daniel’s Gentleman Jack hosted Art, Beats

+Lyrics at The Compound in Atlanta, Georgia. The event consisted of multiple art mediums and

artists and required a ticket to enter. Those who wished to participate had to sign up on

gentlemanjackabl.com and had to be 21+. This event is in the midst of the 6th annual national

tour (prlog.org) and has sparked some earned media with journalists covering the events in

multiple local papers and online blogs. However, there are hardly any promotional aspects on

Jack Daniel’s end. The only things I could find that Gentleman Jack promoted themselves was a

contest page, a facebook event, and a press release. Art, Beats + Lyrics happens in multiple large

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cities mostly in southern United States and use a traveling group of musicians and artists to

create a culturally expansive experience.

Another event that Gentleman Jack does is directly linked to the publics interactivity with

the brand. When users sign up to become ‘Members of the Order’, they receive emails with

updates on this secret organization. In return for signing up for The Order, you are assured to

receive nondescript special offers, incentives, etc. One event found on EventBrite is called the

“Order of Gentleman Secret Meeting” that took place on October 21st, 2013 at Daniel’s Broiler

in Bellevue, Washington. (EventBrite) There are no details about what exactly will be happening

at the ‘Secret Meeting’ but it does say that bartenders that are members of The Order can host a

tasting party of 25 guest pledges for a ‘ritual’ for the ‘uninitiated’. From what has been gathered,

these promotions are set up by bar owners who are also in charge of promoting the event.

Earned Media:

After maneuvering through Jack Daniel’s website, it became obvious that they spend a

decent amount of time advertising their ‘family’ of whisky. Once on the Gentleman Jack page,

immediately one can see a section labeled ‘Learn more about Gentleman Jack’. This section

consists of a video, which is a minute long advertisement selling the product. The main hook of

the ad goes as followed: “the order of gentleman is this, the Gentleman Jack, the twice mellowed

Tennessee Whiskey that men order when they want to feel like a Gentleman” (Gentleman Jack

site). It becomes clear that the product is advertised towards men (the classy businessman) as the

situation portrays a man in a suit attending a ‘secret meeting’. Another commercial appears

under the main advertisement, giving the consumer a chance to view the other ways Jack

Daniel’s sells the product. The last attempt to market Gentleman Jack using their site is through

an informational video explaining how one should approach drinking the whisky. It describes the

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product as a “vanilla/ caramel character, a warm short finish, clean (smell), and absence of oak

(from the power of second mellowing)”; with such a description it helps make the drink more

soothing towards the target consumer (Gentleman Jack site).

Gentleman Jack has been prominent in many traditional and trade publications, which

were found through the UMN Library Database. Using MNCAT article discovery, “Gentleman

Jack” recorded over 608 hits. This term has been mentioned in over 400 newspapers, 22 books,

and 168 articles (many resulting in positive implications about product). An example of a trade

publication it has been a part of was AdAge in 2009. The article was titled “People and Players”

that was about a debate held by Advertising Club, where a brunch was organized to discuss its

February special report. The drink of choice at the event was Gentleman Jack and was hosted in

Tampa, Florida due to the team “kicking off the Super Bowl” (“Gentleman Jack”, AdAge). The

coverage surrounding this article was positive as the product was not only consumed during the

event, but it was also mentioned and talked about by those invited to the brunch.

Another example of a trade publication found was a release from ‘Beverage Dynamics’

magazine, which is a publication for “Wine, Beer and Spirits Retail Decision Makers” (Beverage

Dynamics site). The article advertised Gentleman Jack’s new look as it hit stores in a “type of

new packaging designed to reflect the exclusive image of the super-premium Tennessee whisky”

(“Gentleman Jack” vol. 111). This portrays a neutral stance directed toward Spirit Store owners

when considering products for their stores.

The last example comes from a source named PR newswire, which is described as a

source of authoritative news and information in regards to media enterprises. The article was

titled ‘3 Pennsylvania Wine and Spirits Stores to Host Gentleman Jack Engraving Bus Tour’

which was a very positive article describing the success of the tour. At each stop, customers are

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allowed to sample the product and those buying it can have a bottle engraved (by a Jack Daniels

rep.) with either a name or personal message (“Three PA Wine…” article). This was an excellent

effort for Jack Daniels to sell/ advertise this campaign as it gained customer appreciation/ brand

image (individuals seeing the bus driving) that all correlate to brand loyalty.

Owned Media:

Jack Daniels has yet to make any direct twitter account towards the Gentleman Jack

campaign. Although after researching Jack Daniels twitter account, many pictures have been

tweeted portraying their family of whisky; this is where Gentleman Jack appears. With the urge

to find more information on twitter regarding the product, #gentlemanjack was searched and

many results appeared. Even with such a large proportion to look through, there weren’t many

negative tweets found. Majority were about how it accompanies a variety of events such as food,

holidays, and social events. Also how the characteristics contain a “deserving” and “refreshing”

feeling after consuming. Then I decided to look into the recurring hashtags that the page

contains, which include #JackDaniels, #JackandCoke, #whisky, and #longday (#gentlemanjack

page). Surrounding the pictures posted, many consisted of the whisky poured on the rocks. In a

way the pictures come off as an opportunity to brag at others viewing, creating a phrase such as

‘look at what I have that you don’t’.

Jack Daniels has a produced a Facebook page that is related to the Gentleman Jack

campaign (but wasn’t made by the brand itself). The page is titled ‘Gentleman Jack’ page and it

serves as the dominant Facebook page for the campaign. The page embodies over 567 thousand

‘likes’, and contains quite a bit of posts to catch the consumers interest. Throughout, there are

various pictures of the product that serve to play along with the holidays. The product is shown

in a thanksgiving setting with the phrase “Happy thanksgiving”, as well as “Happy Movember”

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pictures showing men with moustaches using the product (‘Gentleman Jack’ page). Aside from

the pictures of the product, there are also valuable recipes shared in order to enjoy the whisky to

its fullest potential. To stay on the safe side of advertising, Jack Daniels make sure to include a

section within the page where they state that one must contain responsible consumption. The

only restriction to this ‘public’ page is that one must be 21 for it to show relevance while

searching for the page (due to me being 20, I wasn’t aware this page existed).

The brewery itself has created its own Facebook page to provide customers/ audience

with basic information about the company. After clicking the “continue reading” link under the

short description provided, the user is automatically brought to the Wiki page on ‘Jack Daniels’.

This page is popular embodying over 2 million Facebook ‘likes’ from individuals on the site.

Aside from the extensive Wiki description about the brand, one can scroll down on the page to

find a diverse set of comments from users regarding their thoughts about the company and

products offered. A large proportion of the opinions posted are positive, as the most common

phrase presented was “Mr. Jack” (JD Brewery Facebook page). It caught me by surprise that the

company hadn’t created a campaign page for Twitter, as social/ digital media is becoming such a

necessity in order to market products.

IV. Evaluation

Gentleman Jack has an extremely varied campaign when considering both the overall

strengths and weaknesses. When evaluating their corporate identity, one strength is found by

combining their core behaviors (curious, courageous, collaborative, creative, and a champion)

with the values and vision to build ‘forever’ brands. With this business model in mind, Brown-

Forman (creator) will be guided down a path toward an increase in company growth. Although,

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the company is leaving out a large number of potential consumers with the prominent slogan

“Order of Gentlemen”.

When dealing with the analysis of the industry, the trend of going out for ‘cocktails’ has a

strong association with class and sophistication. As consumer spending continues to increase,

this will drive up sales for fine quality alcohol such as Jack Daniels. Unfortunately, the campaign

fails to reach opinion leaders who have the ability to influence the marketplace. Due to no direct

creation of a Twitter or Facebook page, this means there is a non-existent interaction between the

consumer and the brand.

The brands competitive analysis seems to produce a strong advantage over the other

brands within the market. Before the launch of the campaign in April, Jack Daniels had a market

share of 16.5%, which is the highest market share to competitors by two and a half percent. Their

top competitors are Diageo PLC (Crown Royal, Seagrams, Johnnie Walker) and Beam Inc. (Jim

Beam, Canadian Club, Maker’s Mark). Yes, its competitors share more well-known names in the

industry but when regarding the market share, Jack Daniel’s remained superior.

Along with their corporate identity, Jack Daniel’s contains a positive brand identity as

well. Their distillery is its most prized identity as it is the oldest registered distillery located in

the US (1866). Their commercials often highlight such a feature, as well as their signature

barrels and the picturesque facilities. Jack Daniel’s is such a renown whiskey worldwide. It’s a

staple in bars and liquor stores among the other big names in alcohol like Budweiser, Svedka,

Captain Morgan, etc. Anyone who has likely tasted a drop of whiskey, even a drop of alcohol has

heard of Jack Daniel’s.

In the eye of the consumer, the Gentleman Jack campaign is successful in selling their

product. Other than the fact that Jack Daniel’s is leaving out half of its potential consumers, the

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campaign is successful in focusing on messages that appeal to the male population. The

advertising targets men who want to feel like “gentlemen;” bringing out such qualities in men

such as confidence, generosity, as well as impressive personalities. These men are choosing to

drink Gentleman Jack due to the prestige. One must ‘earn’ the right to the slogan ‘The Order of

Gentlemen’. It is successful in using the target consumers’ needs to promote their brand and sell

their product.

The campaign’s involvement with advertising is very weak. The objective for the “Order

of Gentlemen” campaign is to build awareness for such a brand among the young generation.

Gentleman Jack has been growing 5% per year while the super-premium market is increasing by

10-15%. It is hard for Gentleman Jack to grow when it only speaks to half of the population.

Without alienating the feminine side towards the brand, the campaign would most likely grow

with a brand that affiliated itself with women.

The campaign has failed to successfully advertise its product at certain events, especially

in the year of 2013 (weakness). After launching the integrated campaign for Gentleman Jack in

2013, a small amount of public relations work has been created. An event titled ‘Art Beats +

lyrics’ was hosted by Gentleman on October 25, 2013. No promotional aspects existed on Jack

Daniel’s end of the spectrum, aside from a contest page, Facebook event, and a single press

release.

In the last twenty years, the company has been able to generate a decent amount of media

coverage regarding Gentleman Jack (strength). When searching “Gentleman Jack” in MNCAT,

this slogan was found in 400 newspapers, 20 books, and more than 150 articles. One example to

further display their success can be found in an AdAge article (2009). This trade publication

article expressed how Gentleman Jack was the drink sponsored at a debate that discussed the

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Advertising Club’s special report. It is media coverage similar to this that will help build

customer appreciation as well as a brand image.

As far as the social media strategies for this campaign goes, Jack Daniel’s has not done a

decent job (weakness). Yes, when one searches ‘Gentleman Jack’ into Facebook a decently

popular page should appear (if of age). But the problem that exists surrounds the fact that Jack

Daniels didn’t directly make this page. One may argue that on twitter if #gentlemanjack is

searched, a majority of the tweets surrounding the product will be positive. But, Jack Daniels

hasn’t made a direct twitter account for Gentleman Jack either. This poor social media

connection presented by the brand shows that they are either lazy, or don’t believe it is necessary

to advertise digitally through media.

After analyzing the core ideas within the situational analysis, multiple conclusions can be

made in regards to the weaknesses of the campaign. Some of these include the alienation of

women, a poor call to action, unknown incentives, unrelated brand events, and limited

advertising. These aspects are detrimental towards the growth of the campaign and product,

which must be fixed in order to stay relevant in the super premium market.

V. Strategic Recommendations

Although Jack Daniels has done many things correctly with their branding and targeting,

there are some suggestions that would help this new campaign flourish even more and increase

the awareness and sales of the Gentleman Jack brand.

The first of these recommendations addresses the alienation of women to the brand. We

found an example of a woman commenting about how she has been loyal to Jack Daniels for 30

years and that she is offended that this campaign is only directed at men (Figure 4). This is a

tricky piece of the campaign to handle because 65% of whiskey drinkers are men. It is right for

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Gentleman Jack to direct their campaign at men because of this fact but the brand identity not

only alienates women but it pushes them away. It suggests that this particular whiskey is only

available to a ‘boy’s club’. There is a whole 35% of the population that Gentleman Jack is not

including in their campaign. It is difficult to direct the product at women because of the very

masculine name it possesses. This does not mean that they cannot address women as well.

Including a part of the campaign that is just for women would do well for the brand. Saying

something similar to “It’s not just for men” or playing off of the fact that because it has the word

‘men’ in the name does not mean that it’s necessarily only for them.

Another recommendation focuses on Gentleman Jack’s poor call to action. The

advertisement promotes curiosity within the viewer, giving very little information about the

brand or “The Order” and instead shows heuristic cues that suggest a “secret society”. At the end

of the advertisement they provide a link “whatistheorder.com”. After visiting the site, we

realized we had no idea what would happen when we signed up for it. It gives a list of “The

Rules of Gentlemanhood” and suggests that if you want to stay informed that you should click

the email button (whatistheorder.com). The strongest part of the call to action feature of this

campaign is it appeals to the curiosity aspect of the consumer. If they are invested enough in the

brand then they are more likely to be curious on what the website is about. But even after a

consumer visits the website, there is one page with hardly any information. Having an interactive

site where users can connect with the brand and “The Order” would be much more rewarding

and would encourage those who find the site interesting to share it with their friends and on

social media. There is nothing that suggests any incentive for signing up for the order besides

being informed about the product.

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This brings us to another recommendation. It would be extremely advantageous for

Gentleman Jack to provide more information about the incentives of signing up for the order.

One way they could do this would be to create another advertisement that hints at certain

incentives. For example: “If you become a member of The Order of Gentlemen, you could

experience even more of what Gentleman Jack has to offer exclusively to members.” Since

signing up for “The Order” on November 14th, the only information we have received is a link

that brought us to a website where we received an ID card (Image 1). There is no information on

what one does with this card. It would also be helpful to use social media to send out updates

about “The Order” and about the incentives. One suggestion is to use posts to encourage

interaction on Facebook and Twitter. The brand could encourage followers to figure out a clue or

puzzle in order to unlock another incentive or special. This builds a sense of community around

the brand and “The Order” while promoting interactivity and sharing with friends at the same

time.

Right now, Gentleman Jack is sponsoring an event called Arts, Beats + Lyrics. This event

is very culturally centered which reflects the ideals of the “Gentleman” but this one event does

not appeal to everyone. When comparing the advertisement “Secret Meetings” to this event, both

seem to be appealing to a different crowd. In their advertisement they use an older well-known

actor in a suit and the event is focused around hip-hop and related art. A recommendation to

address this would be for Gentleman Jack to sponsor more than just this event. They should

sponsor hunting and fishing contests, bar crawls, and horse races. These are all events which are

very social for the most part and are also gentlemanly but also appeal to different male

demographics.

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An advertising recommendation is that Gentleman Jack should have invested money into

in in the magazine and internet display classes. When doing research on the paid media, we

noticed Brown-Forman only spent money for their campaign on cable and network television.

Beam Inc. and Crown Royal invested most of their money in magazine advertisements, internet

display, and cable television. Gentlemen Jack should have spent money on magazine placements

with an audience of young male adults such as sport and hobby magazines which suit the

lifestyle of a whiskey drinker. Reaching out to a magazine which fits their primary target

audience would have been a good way to spread the word about Gentlemen Jack as well as “The

Order of Gentlemen” part of the campaign to gain more participants. Investing in internet display

advertisements would have also been beneficial for Brown-Forman. Investing in internet display

would have also been beneficial in order to reach out to a different type of audience such as

women. Tracking which blogs or websites are being viewed mostly by women could be a

placement for the advertisement on the internet.

When looking at their public relations messages work, Brown-Forman has made several

correct choices. However, a part they should have taken into consideration is having a Twitter

account dedicated to Gentleman Jack, and update it by sending out messages about “The Order

of Gentlemen” to gain consumer memberships, to inform the public about events taking place

about Gentleman Jack. Through the use of Twitter, they could tweet messages about how a

gentleman behaves to show their encouragement of changing into a mature person. Creating a

hashtag such as “#TheOrderofGentlemen” would be a way to send out messages about what

being a gentleman is about. Awareness of the Gentleman Jack whiskey would grow as people

retweet from the account and share the information on their own social media accounts.

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References

Company Profile, Corporate Identity & Industry Analysis (Lindsey Ankeny)

(2012.) Brown-Forman Company Website. Brown-forman.com. Retrieved November 13,

2013, from http://www.brown-forman.com/

Kaczanowska, Agata. (2013, July.) "IBISWorld Industry Report 31214: Distilleries in the

US." IBIS World. Retrieved November 20, 2013, from

http://clients1.ibisworld.com.ezp3.lib.umn.edu/reports/us/industry/default.aspx?entid=290

Schultz, E.J. (2013, April 13.) "Jack Daniel's Poised to Pour Millions Into Premium

'Gentleman Jack'" AdAge.com. Retrieved November 20, 2013, from

http://adage.com/article/news/jack-daniel-s-poised-pour-millions-premium-gentleman-jack/240883/ Competitive Analysis & Brand Identity (Tyler Larson)

The Beverage Information Group (2013). Dark Spirits - Brand Share - Whiskey, US -

October 2013 [data file]. Retrieved November 23, 2013 from

http://academic.mintel.com.ezp2.lib.umn.edu/display/682090/

Lukovitz, Karlene. (2013, April 16). JD's Gentleman Jack Gets First Integrated

Campaign. Retrieved November 24 2013 from

http://www.mediapost.com/publications/article/198177/jds-gentleman-jack-gets-first-integrated-

campaign.html#axzz2iN4TW0DT

(2013, August 28). Brown-Forman Sales Growth Continues; on Track for Full Year

Outlook. Retrieved November 23, 2013 from

http://www.brown-forman.com/news/releases/1578.aspx

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Jim Beam Brand Description. Jim Beam. Retrieved December 1, 2013 from

http://www.beamglobal.com/brands/jim-beam2

Jim Beam Press Release (2011, Dec. 20). Time Magazine Recognizes JIM BEAM® TV

Commercial As One of Top 10 ADS of 2011. Retrieved December 1, 2013 from

http://www.beamglobal.com/news/press-releases/time-magazine

Crown Royal History. The History of the Purple Bag. Retrieved December 1, 2013 from

http://www.crownroyal.com/society-of-the-crown-the-bag/

crownroyalbrand (2013, March 5). YouTube. Crown Royal "Angel" Reign On. Retrieved

December 1, 2013 from https://www.youtube.com/watch?v=_4fnVNPS0wo

Consumer Analysis & Ad Analysis (Maddie Bennett)

Paskin , B. (2013, April 04). "Brown forman focuses on gentleman jack with first tv ad

campaign in 25 years.". Retrieved from http://www.thespiritsbusiness.com/2013/04/brown-

forman-focuses-on-gentleman-jack-with-first-ad-campaign-in-25-years/

Lacy , L. (2013, April 23). "Jack daniel's creates order of gentlemen for like-minded

consumers.". Retrieved from http://www.clickz.com/clickz/news/2263231/jack-daniels-creates-

order-of-gentlemen-for-likeminded-consumers

Lukovitz, K. (2013, April 16). "JD's gentleman jack gets first integrated campaign.".

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240883/

Jack Daniel’s. (2013, April 14). Secret Meetings. [TV Advertisement] CNN.

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Paid Media Analysis & PR Message Analysis (Allison Dickey)

(2013) The Order of Gentlemen. Retrieved December 2, 2013, from

http://www.whatistheorder.com/

Public Analysis & Other Programming (Paige Bystrom)

Gentleman Jack Presents Art, Beats + Lyrics National Tour Comes To Atlanta 10.25.13.

(n.d.). Free Press Release Distribution Service. Retrieved November 22, 2013, from

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to-atlanta-102513.html

Order of Gentlemen Secret Meeting. (n.d.). Eventbrite. Retrieved December 1, 2013,

from http://www.eventbrite.com/e/order-of-gentlemen-secret-meeting-tickets-8537396583

Gentleman Jack Art, Beats and Lyrics @ LMNT during Art Basel Miami | Facebook.

(n.d.). Facebook. Retrieved December 1, 2013, from

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Newman, R. (n.d.). Gentleman Jack Art, Beats + Lyrics Tour stops off in the Nations

Capital. Examiner.com. Retrieved December 1, 2013, from

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capital

Davis, C. (n.d.). JD's Gentleman Jack Gets First Integrated Campaign.MediaPost

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campaign.html#axzz2iN4TW0DT

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Earned Media Analysis & Owned Media Analysis (Travis Ullman)

PR newswire. (n.d.) Three PA Wine and Spirits Stores to Host Gentleman Jack

Engraving Bus Tour. PR newswire. Retrieved November 25, 2013 from

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mntwin&it=r&p=PROF&sw=w&authCount=1

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%7CA62871404&v=2.1&u=mnaumntwin&it=r&authCount=1&p=EAIM&sw=w&selfRedirect=

true

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%7CA194105876&v=2.1&u=mnaumntwin&it=r&authCount=1&p=EAIM&sw=w&selfRedirect

=true

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17, 2013 from https://twitter.com/search?q=%23gentlemanjack&src=typd

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https://www.facebook.com/gentlemanjack

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2013 from https://www.facebook.com/pages/Jack-Daniels/10557678281055

*Authors listed are sources of the site itself due to no direct author listed.

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Team Biographies

Lindsey Ankeny

My name is Lindsey Ankeny and I am from Blue Earth, MN, a small community located near the

Iowa border. I grew up in a family who always had a love for nature and adventure. These same

qualities are reflected by my personality. I enjoy hiking, fishing, being surrounded by family and

friends, country music, and yes…whiskey. In high school, I discovered a love for running. I ran

cross country for six years, and to this day continue to partake in various half marathons and road

races. I have an obsession with Nike and would love to work for them one day. If that doesn’t

play out, I see myself working for an advertising or marketing agency. I have big plans to move

out to Colorado post-graduation so I can indulge in all the adventure that surrounds the area,

build a career and eventually a family.

Maddie Bennett:

My name is Madeline Bennett and I grew up in Bloomington MN. I moved to Lakeville MN in

middle school and attended Lakeville North High school. I have been playing the piano for 16

years and I enjoy playing christmas songs the most. I also like to draw and play with my dogs. I

love reading a good book and I’m a huge movie buff. My goal after college would be to work at

an advertising firm. I want to be a part of either the digital, media or creative areas of

advertising. I would love to work on campaigns that involve animals!

Allison Dickey:

My name is Allison Dickey and I grew up in Toulouse, France. I moved to Mankato, Minnesota

when I was fifteen and attended Mankato Loyola High School where I got to run cross country

and track and field. I love cooking, hanging out with my best friends, and travelling. I also love

33

design and was originally planning on becoming an interior designer but backed out once I

realized there are not many job opportunities in this field. My goal after graduation is to become

an event planner for a big hotel and ideally go back to France and plan events in a hotel in Paris

after a few years working in the United States. I hope to travel often in my lifetime!

Travis Ullman:

My name is Travis Ullman and I am from south Minneapolis. I have only lived in the city of

Minneapolis, where I attended Southwest High School. I’m interested in almost anything

revolving around sports, as my favorites include Baseball, Hockey, and Basketball. I also would

classify myself as ‘outdoorsy’, spending majority of my free time on bike rides, playing pick-up

sports, and going on runs. I aspire to be a part of an ad firm someday where I would acquire a

position in account services, account planning, or media planning. If all goes as planned, I dream

of working for the Minnesota Twins as this could correlate to joining the Periscope team. One of

Periscope’s major clients is the Minnesota Twins and if everything works out, this is where I

intend to see myself someday.

Tyler Larson:

My name is Tyler Larson. I was born in Fullerton, California, but moved to Minnesota when I

was 2 and have since lived in Burnsville, Nerstrand, and more currently Minneapolis. I have

always had a deep interest in sports, particularly basketball and soccer. I enjoy the outdoors like

hiking, snowboarding, and hunting. I also like movies, westerns and documentaries in particular.

I am currently pursuing an undergraduate degree in Journalism - Strategic Communication:

Advertising Account with a minor in Management. My plans professionally are to be working at

an advertising agency doing management-type work. Ideally, I would enjoy working in cities

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like Minneapolis, Seattle, or Nashville, on campaigns in areas that would involve sports,

automobiles/motorcycles, food, or travel.

Paige Bystrom:

My name is Paige Bystrom and I grew up in Red Wing, Minnesota. I participated in cross

country, track, and soccer when I was growing up. I developed an interest for graphic and web

design when I was fifteen and I converted that to an education when I came here to the

University of Minnesota. I first applied to the College of Design but was instead placed in the

College of Liberal Arts. I made the best out of it and decided to pursue another interest of

advertising with a minor in design. I enjoy sports and participating in activities here at the U of

M. I have recently ended an internship with a website and currently have a hosting position at the

Pourhouse in downtown Minneapolis. I hope to work at an agency when I graduate in 2015 and

in the long term I would love to work in the entertainment business doing design and advertising

related work.

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Appendices:

Dark Spirits figure:

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37

Created From Mintel

Paid Media Charts: Amount Spent On Types Of Advertisements

Figure 1

Source: AdSpender

Figure 2

38

Source: AdSpender

Figure 3

Source: AdSpender

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Storyboard:

Client: Gentleman Jack, Jack Daniels Spot Length: 1:01Campaign Name: The Order of Gentlemen Spot Name: “Secret Meetings”

Figure 4: Screenshot from MediaPost.com

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Public Relations Messages:

Image 1 - ID card (whatistheorder.com)

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Image 2 - Membership email

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