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Jack Daniels' "Toastmakers"


SPW Editor
Monday, Nov. 2, 2015


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 The men. The myths. The legends. Mr. Jack Daniel and Mr. Frank Sinatra are both iconic figures – but few people are aware of the ties that bind the global whiskey brand with one of the most popular music artists of the 20th century.

One of Jack Daniel’s most recognizable brand champions, Frank Sinatra traveled the world with a few cases of Old No. 7 in the hold of his plane. He almost always had a glass with him up on stage during performances, and only drank his Jack one way—3 rocks, 2 fingers and a splash of water. Frank even founded the Jack Daniel’s Country Club for his closest friends, creating a special emblem and commissioning patches to be sewn to their custom-made blazers.

And through a new social campaign that launched today – “Toastmakers” – Jack Daniel’s would like to tip their hat to Ol’ Blue Eyes to thank him. In partnership with global creative agency Arnold Worldwide, the global whiskey brand will ask everyone to join them in honoring their biggest fan through a series of toasts from Nov. 2 to Dec. 12, 2015, the 100th anniversary of Frank Sinatra’s birthday.

A first for Jack Daniel’s, Toastmakers comes to life through a comprehensive 6+ week long Instagram campaign that features a contest and a number of celebrity content partners that were brought on board to spread the word and join in the toast to Frank. Some of the celebrities participating in the program include music artists Brendon Urie, Butch Walker and Scott Bradlee.

People can enter the contest and toast Frank through a few simple steps:

►  Checking out the 12 different Toasts to Frank, which will be posted on the thetoastmakers.com and @JackDaniels_US Instagram account
►  Making a Toast to Sinatra by capturing a video or photo of their Toast
►  Sharing it on Instagram with the hashtag #ToastSinatraContest

The contest winner and four friends – the “Pack” – will win a night out on the town in Los Angeles, where they’ll get outfitted with a new tux/dress and have dinner at one of Frank’s favorite restaurants. Then they’re off on a helicopter ride for two nights in Las Vegas. A truly Sinatra-style weekend celebration.

SPW Credits

Client: Jack Daniel’s

Mark McCallum, EVP President
Ana Kornegay, Brand Director, Jack Daniel’s Craft & Luxury
Matt Blevins, Global Brand Director
Laura Petry, Brand Director
Chuy Ostos. Brand Manager

Agency: Arnold Worldwide

Chief Creative Officer: Jim Elliot
Executive Creative Director: Andy Clarke, Wade Devers
Associate Creative Directors: Kelly McAuley and Micah Whitson
Art Director: Daran Brossard
Planners: Vaughn Allen and Emily Brown
Marketing: Paul Nelson, Emily Brooks, Nicolle Fagan and Lindsy Frank
Digital Producers: Todd Buffum and Michelle Dravis
Broadcast Producer: Jaime Guild and Alissa Feldbau
Social & Content Producers: Cristin Barth and Kyle Beaudouin
Art Producer: Ingrid Adamow
Business Affairs: Maria Rougvie

Celebrity influencer partner: DKC

Editorial/Animation Company: Black Math

Executive Producer: Evan Fellers
Creative Director: Jeremy Sahlman

Sound Engineer: Brian Heidebrecht

Media Type: 


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