Jack Daniels recently has launched a new Advertising Strategy, which envolves "image" as well. Advertising strategy is how the advertiser plans to fulfill the objective. It can be written for media, creative, sales promotion, public relations, production, etc.
In this example, Jack Daniels is attempting to have consumers think of Jack as a friend, or person. This is the "image" Jack Daniels wants associated with their brand. The first commercial shows how Jack Daniels has been the whiskey of choice for multiple rock stars, and numerous other idols we mortals look up to. Which any normal human being would then make the connection that Jack Daniels is a friend and any friend of Jack is a friend of mine.
The second commercial shows this message without noise. The message and intent is clear. Jack Daniels = friend. This commercial is slightly older than the first, however the objective remains the same.
1st Jack Daniels Commercial : Legend Tagged
and
2nd Jack Daniels Commercial : Friends
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