Long before Diddy sold Ciroc and Bethenny Frankel crafted Skinnygirl Cocktails, Frank Sinatra sipped from the nectar of the gods.
That was his term of endearment for Jack Daniel's, which Ol` Blue Eyes almost single-handedly lifted into national prominence by simply drinking it and talking about it on stage. Sixteen years after Mr. Sinatra's death, Jack Daniel's owner Brown-Forman and Mr. Sinatra's estate are finally cashing in on what had always been mostly an informal endorsement.
A TV campaign breaking today will plug Sinatra Select, a super-premium version of Jack Daniel's inspired by its greatest fan.
The brand began selling bottles in 2012 at duty-free shops in airports across the globe. Distribution was expanded to retail outlets in select markets late last year and a national roll-out is planned for June.
The campaign, by Arnold Worldwide, will initially run in select markets where bottles are now available, including some of Sinatra's favorite haunts: New York, Chicago, San Francisco, Miami, and of course, Las Vegas. The campaign will go national in the coming weeks. The media buy includes broadcast programming such as ABC's "Jimmy Kimmel Live" and NBC's "The Tonight Show" as well as cable outlets including ESPN, FX, Discovery and Comedy Central, according to Brown-Forman.