Jack Daniel’s

Cheers, Ladies™

Creative Brief

Get women who think that dark liquor is too masculine to see that whiskey is for everyone by showing them that Jack Daniel’s has no gender.

The Women’s History They Won’t Talk About.

Since the beginning of advertising, almost every alcohol brand you can name has used naked, explicit, and suggestive images of women, luring men through the promiscuity of women under the influence. Jack Daniel’s has never sexualized women in their ads. Why would they? They sell whiskey, not sex. This issue extends all the way to whiskey sales during the prohibition years. We’re here to shine a light on the work women have done to promote whiskey.

Black and white graphic resembling a Jack Daniel's whiskey label with the phrase 'Objectives Women' in large font and additional text about women and alcohol brands.
Black and white humorous poster with Jack Daniel's whiskey branding, featuring text about women who sell whiskey, calling them 'Hates' and joking about their work and support.
A street scene at night with a lit Jack Daniel's advertisement in front of a clothing store window, displaying mannequins dressed in colorful athletic wear. Pedestrians walk along the sidewalk, some blurred due to movement, with illuminated shop sign
Bus passing by on a city street at night next to a lit billboard advertising Jack Daniel's whiskey with a humorous message about women.
Black and white photo of two liquor bottles, one Jack Daniel's and the other with a QR code, on a bar counter with a blurred bar shelf in the background.

Women’s History Month Promo

Throughout the entire month of March, Jack Daniel’s is releasing special edition bottles spotlighting women’s badass history in the whiskey industry.

Two green boxes titled "The Ladies of the Night Card Game" on a black textured surface, with one box open showing the inside.

The Ladies of the Night

A Girl’s Night Card Game

Grab your craft special Jack Daniel's cocktails as you share stories, celebrate the strength, wit, and wisdom of women. Each card is not just a game move; it's a chance to explore, connect, and revel in the unique experiences that make being a woman so extraordinary.

AD/DP: Izzy Hernandez

CW: Elle Prendergast

A woman with earrings and a baseball cap sitting at a bar counter in a dimly lit nightclub, smiling and pouring a drink.
Two women at a bar holding Jack Daniel's bottles on their heads with their hands clasped above their heads, smiling and making playful expressions.
Two women at a bar, each holding a bottle of Jack Daniel's whiskey. One is kissing her bottle, and the other has her mouth open, looking to the side.
Two women laughing and clinking bottles of Jack Daniel's whiskey together in a bar.