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Coke goes black for Jack Daniel's

Coke goes black for Jack Daniel's

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Coca-Cola is teaming up with spirit and wine company Brown-Forman's Jack Daniel to launch the Jack and Coke cocktail as a branded, ready-to-drink (RTD) pre-mixed cocktail option. Titled "Jack Daniel's and Coco-Cola RTD", the can and packaging bring together the iconic logos of both brands that are set against a jet black backdrop. 

According to Coca-Cola, the latest drink was inspired by the classic bar cocktail and will be made with Jack Daniel's Tennessee Whiskey and Coca-Cola. With its initial launch planned for Mexico in late 2022, the beverage will be available in markets around the world. In addition, a zero-sugar version of the beverage will also be made available. 

Responsibility symbols stating that the drink is only to be consumed by consumers of the legal drinking age are also featured on the can. The RTD pre-mixed cocktail option will adhere to responsible marketing practices held by Coca-Cola and Brown-Forman, Coca-Cola said.

“We keep consumers at the centre of everything we do as we continue to develop our portfolio as a total beverage company, and that includes new products with our iconic Coca‑Cola brand,” James Quincey, chairman and CEO of The Coca‑Cola Company, said. He added that the brand is excited about the partnership with Brown-Forman, and it looks forward to unveiling Jack Daniel's and Coca-Cola RTD. 

Lawson Whiting, CEO and president of Brown-Forman said: "This relationship brings together two classic American icons to deliver consumers a taste experience they love in a way that is consistent, convenient, and portable." Whiting also explained that Coca-Cola perfectly complements Jack Daniel's and its existing RTD offerings, enabling Brown-Forman to accelerate expansion and continue to grow its business around the world. MARKETING-INTERACTIVE has reached out to Coca-Cola for additional information.

Brown-Forman is an American-owned spirit and wine company, with brands such as Jack Daniel's Tennessee Whiskey, Jack Daniel's Tennessee RTDs, Jack Daniel's Tennessee Honey, Woodford Reserve, Old Forester, Coopers’ Craft, The GlenDronach, el Jimador, New Mix, Korbel, and Fords Gin, among others operating under it. According to Brown-Forman, its brands are supported by approximately 4,700 employees and sold in more than 170 countries worldwide. 

Meanwhile, Coca-Cola has also switched up its iconic red packaging last month in its Coca-Cola Starshine drink. Touting a unique packaging design featuring stars against a backdrop of galaxy pink bodied cans, the beverage was rolled out in Singapore, Malaysia, and Thailand. Additionally, the launch of the Starshine drink was supported by a digital-first marketing campaign, including a partnership with global popstar Ava Max.

According to Teejae Sonza, Coca-Cola group marketing director for Coca-Cola ASEAN and South Pacific, the Starshine drink took inspiration from the partnership between Coca-Cola and NASA 35 years ago, when the brand became one of the first drinks to travel to space. 

The brand also attempted to reach out to the younger generation with its "#ZeroWords" global campaign last month. It challenged and encouraged Gen Z fans to interpret the taste of Coco-Cola Zero Sugar with digital stickers and gifs across their own social platforms, without using any words. Additionally, the brand leveraged the creative and expressive nature of Gen Zs to release a collection of animated digital stickers featuring designs such as disco dancers and kiss marks, among others. According to the brand then, it hoped that Gen Z fans would be able to utilise the stickers and and bring to life the "indescribable yet deliciously effervescent" taste of its Coco-Cola Zero Sugar. 

Related articles: 
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Coca-Cola switches up iconic red can packaging for pretty galaxy pink hue
Coca-Cola names VP of marketing for ASEAN and South Pacific
Coca-Cola bridges digital and physical realms with new pixel drink

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