Case Studies

Brown Forman launched a global campaign for its iconic brand – Jack Daniels. They needed to connect the Francophone African consumer to connect emotionally with the tagline – Make it Count. We were tasked with delivering a consistent concept and engaging idea that is locally infused to capture consumers in Cameroon and Cote d’Ivoire.

After extensive research, we created multiple assets (still and video) for six months to gradually cement the message in Francophone African culture. We tested the English message in French copies and leveraged the French version of ‘Make it Count to drive the connection.

Consumers connected with the French messaging of ‘Make it Count.