Watch out kids, the baddest of the bad-ass bees is coming over here.. The bee revs up his engine, then takes off like a ... bee out of hell, landing in a Jack Daniels bottle. If a bee ever looked like a Harley Davidson rider, it's this one.
Jack Daniel's Tennessee Honey, launching in April and available nationally, is crafted with world-renowned Jack Daniel's Old No. 7 Tennessee Whiskey. The whiskey is mingled with a proprietary honey liqueur resulting in a unique, smooth offering.
"In every sense of the word, this is a natural," said Jack Daniel's Master Taster Jeff Norman. "Jack Daniel's Tennessee Honey brings together two complementary tastes in a new way. The quality and character of Tennessee Honey is in keeping with the Jack Daniel's tradition, and we think our friends will be pleasantly surprised with the new offering that has everyone abuzz here in Lynchburg."
This is Jack Daniel's first product launch since 1997. The new campaign, called "King Bee", is centered around the baddest bee in the hive and leverages TV, social media, rich media and banner ads, has a Facebook and used promoted tweets. It's the first spirits brand to purchase twitter-space (a three-day ad buy for promoted trends and tweets).
Music: Stone Foxes
Chief Creative Officer: Pete Favat
Group Creative Director: Wade Devers
Art Directors: Jeremy Boland, Wade Devers, Allie Hughes
Writer: Peter Hughes
Agency Producer: Billy Near, Bill Goodell, Ben Ouellette
Group Account Director: Paul Nelson
Account Director: Nate Stewart
Account Manager: Shannon Coletti
Pete Candeland - Director
Passion Pictures - Production Company