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).

Arnold Worldwide 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

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (7)

  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    There are no KING bees, only the Drones are male and they do not pollinate. They are the first to be tossed from the hive when it's time to lighten the load. Yeah, that's how I would want my product to be associated.

    This bee is a female. Change your marketing target and you may capture a whole new consumer.

    Apr 27, 2011
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    what's the music?

    Apr 27, 2011
  • Dabitch's picture
    Dabitch

    The music is by the Stone Foxes

    Apr 27, 2011
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    Is AnonymousCoward #1 saying that Jack Daniels should market to women?

    Apr 28, 2011
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    Oh, lighten up. It's not like there is anything else accurate about this commercial or this bee anatomically or otherwise.

    The whole thing is based on a song by Slim Harpo called King Bee from 1957. Since then, it's been covered by The Rolling Stones, Pink Floyd, Muddy Waters and now Stone Foxes among others. It's just a song, and this is just whiskey (sort of.)

    May 04, 2011
  • Dabitch's picture
    Dabitch

    I'll admit, I'm curious to what honey-infused Jack Daniels tastes like now, and that is all this ad needed to do as it's not designed to teach people about bees. That it looks cool is bonus.

    May 04, 2011
  • derek's picture
    derek (not verified)

    all the bad ass honeybees i 've come across are female... The male bees are wusses they have no sting

    Nov 28, 2014

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