Arnold-Jack Daniel's campaign

Most alcohol advertising essentially conveys messages like "drink this and you get women" or "drink this and you impress the boys", however, Arnold's campaign for Jack Daniel's has a slightly different strategy. This campaign actually does talk about the whiskey, the journey through which it was made, and even compares its taste to other alcohols. However, it ties it all to these factors to the "Tennessee way", which is the emotional appeal to Jack Daniels. The brand positions itself not as an American bourbon, and not as a fashion statement, but as a legacy and a proud tradition that has never left its original roots. I think it is this that truly positions Jack Daniel's as a whiskey a man should be proud to drink.