Jack Daniel's
A Music Strategy Like No Other
Antfood collaborated closely with Jack Daniel's to develop global sonic brand guidelines, defining how music should be selected and applied across every brand touchpoint.
Few brands carry the cultural weight of Jack Daniel's, and even fewer have played such an integral role in popular music of all genres, from Frank Sinatra to Shaboozey.
As the brand continues to grow and reach new audiences around the globe, it needed a music strategy that could evolve with it. Antfood partnered with Jack Daniel's to define and codify a global sonic framework, ensuring every expression of the brand sounds unmistakably like Jack.
Antfood conducted deep interviews and listening exercises with the Jack Daniel's team and their agency partners. Drawing inspiration from Jack’s core brand pillars—Bold, Real, Passionate, and Crafted—we developed a comprehensive sonic branding strategy and foundational music guidelines.
We defined core musical styles using clear "do and don't" track examples. The guidelines also offer tactical sourcing frameworks for library, licensed, and original music. Ultimately, this framework demonstrates how the sonic identity dynamically flexes across diverse product categories and touchpoints, from digital content to advertising and experiential activations.
Tags
Credits
Brown-Forman
JKR
Antfood
