One of the most iconic American brands in
my opinion is Jack Daniels. The brand is famously unchanging throughout its
history, with a simple black label and white writing on every bottle; I find it
slightly surprising that a company that has made very little effort on
improving the style or taste of the product, has remained as prominent in the
market as when they first started.
This could be because of what Jack Daniels
represents and what their simplistic advertising tries to convey. Much like the
cigarette advertising showing a cowboy, Jack Daniels portray their drink as a
route to freedom; by drinking their whiskey you are taking life into your hands
and “standing up for what you believe in.” It is a very masculine message and
works very well in modern times when there are so many stories in the news
about the government having too much power over the American population.
It is a brand that is so grounded in
history, that it can actually claim in its advertising to mention the
forefathers of America, saying that they didn’t’ “fight for the right” for
Americans to stand in the shadows and be passive. If anything this comes across
almost like propaganda, with very direct orders to be free and stand up for you
rights.
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