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Gentleman Jack Gets First TV Ads In Quarter-Century

April 16, 2013

Brown-Forman has launched the first TV ad campaign for its super-premium Gentleman Jack brand since its release 25 years ago. Entitled “The Order of Gentlemen” and created by Arnold Worldwide, the new Gentleman Jack campaign targets men “transitioning from their carefree single days into more maturity,” according to the company. Brown-Forman will spend approximately $7.7 million on the campaign through the end of this year, and it will continue to run into 2014.

The first commercial, called “Secret Meetings,” premiered Sunday during the launch of Anthony Bourdain’s “Parts Unknown” show on CNN. In addition to TV, the campaign will feature out-of-home and online ad teasers, as well as rewards for consumers who interact and engage with brand challenges, extending them the opportunity to become “designees of The Order.”

Gentleman Jack has been on a strong growth run that’s seen its U.S. volume more than double since 2006, ending 2012 up 4.7% to 267,000 cases, according to Impact Databank.

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