Agency of Record Strategist
Development of U.S. Hispanic Strategy
Research & Analysis
Integration with Global Brand Direction
Executive Level Presentations
Qualitative Research
Creative Briefs
Local Market Recommendations
Developed Strategy for Jack Daniel’s to reach U.S. Hispanics in a culturally relevant and authentic way.
Jack Daniels is one of the most iconic American brands—and as such, they were struggling to reach Latinos in a meaningful way.
As an archetypal Everyman, Latino whiskey drinkers were social butterflies who used their networking skills to bring people together. They were constantly looking for new experiences (and new drinks) to add to their cred as unique individuals who could blend into any crowd.
As an archetypal Outlaw, Jack’s rebel-without-a-cause perception just doesn't get through to a consumer who places personal bonds over everything else. We needed to resolve a core tension between independence and belonging.
Going against the grain together creates unbreakable bonds.
Break rules together, comrades forever.
Haz Lo Que Nunca. (Do the Never Done.)
