Success Stories: Jack Danielâs Grilling Sauce
Generating New Brand Exposure in the Grocery Aisle
EMIâs vision was to extend the Jack Danielâs brand equity of charcoalâmellowed flavor into cooking lifestyle categories through licensing. It was critical to establish the agreement with a prominent food product manufacturer that understood both the equity transfer and the intrinsic value of the Jack Danielâs brand with consumers.
Today, Jack Danielâs Grilling Sauces make up one of the most successful BBQ and marinade product lines at retail. The packaging, taste, and merchandising of the product were consistent with the brandâs equity and directly increased the visibility of the Jack Danielâs trademark in grocery stores throughout the country.