Potter Ruiz launches Jack Daniel's Hispanic campaign

  • 01 Jun 2009 12:56 PM
    Message # 181407

    Potter Ruiz

    FOR IMMEDIATE RELEASE                                                                                                     
    Media Contact:
    Susie Potter
    Potter Ruiz Advertising Joins Forces with Arnold Worldwide on Jack Daniel's Account
    SOMERVILLE, Mass. -- May 29, 2009 -- Whiskey giant Jack Daniel's has launched a new outdoor and print advertising campaign targeting U.S. Hispanic consumers and featuring the work of Potter Ruiz Advertising. The creative service agency has partnered with Arnold Worldwide, lead global agency of record for the Jack Daniel's U.S. Hispanic market, on this account.
    The outdoor component of the campaign is running in major Hispanic markets such as Miami, Los Angeles, Dallas, New York and San Francisco. In addition, print ads are appearing in Maxim en Español, Fox Sports Maxim en Español, Ocean Drive Español Magazine, Alma Magazine and other publications.
    The campaign's goal is to convey the values of Jack Daniel's and show how they align with the mind-set of Hispanic males aged 21 to 34. As a result, the messaging emphasizes traits such as authenticity, independence, integrity and fraternity.
    "This target audience is fascinating and complex," said Potter Ruiz senior creative director Fernando Ruiz. "While they are proud of their Hispanic roots, they are comfortably immersed in both Latino and mainstream American culture. And although they strive to advance professionally, they define true success as maintaining close relationships with friends and family.
    "We designed this campaign keeping all of these points in mind, so we think it will resonate powerfully with today's younger Hispanic men."
    Arnold Worldwide has partnered with Potter Ruiz since 2001. Creative Director, Wade Paschall praised Potter Ruiz for providing keen insight into the U.S. Hispanic audience.
    "Potter-Ruiz was very helpful in giving us cultural insight into the U.S. Hispanic market, as well as developing strategy and providing guidance on creative executions. Their involvement gave us much more confidence in taking this first step toward speaking to a U.S. Hispanic audience."
    About Potter Ruiz Advertising
    Potter Ruiz is a creative services consultancy specializing in advertising and communication campaigns for the Hispanic markets. We have developed meaningful and effective marketing solutions to reach Latino consumers since 1997. Clients include Arnold Worldwide, McDonald's,  Mullen, Stop & Shop, Bose, Choice Hotels and NSTAR. Learn more at www.potterruiz.com.

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