Although Jack Daniel’s is a world class badge brand, it needs to continue cementing its point of view in culture to ensure to not be left behind. To do that, Jack Daniels launched a global creative communication platform with the tagline, “Make it Count”.
After building awareness, JD needed to land the “Make it Count” message in a locally relevant way for the Francophone African consumer by creating that emotive connection.
We were tasked to deliver a consistent concept/message and engaging idea that is locally infused to capture consumers in Cameroon and Côte d’Ivoire. The original message was thought in English adding another layer of challenge in a market where the consumers speak French.
Based on research, understanding of local consumer base (young, urban and Afropolitan), we created multiple assets (still and video) over the course of 6 months to gradually land the message. After testing the English message combined with French copies, we then translated the – Make it Count – into French to connect through the language.