3/27 CMO Breakfast with:

Jack Daniel’s

Feted in song, an untitled character in countless films and the symbol of independence; Carmen D’Ascendis, Director Global Marketing Brown-Forman Corporation and Wade Devers , ECD Arnold Worldwide tell how 140 years of story-telling has delighted friends and along the way helped build Jack Daniel’s Tennessee Whiskey into the best selling whiskey brand in the world.

About Carmen D’Ascendis

Carmen D’Ascendis is considered “The Baddest Bee in the Hive” around Brown-Forman Corporation headquarters these days. As Director of Global Marketing for Jack Daniel’s brands, Carmen has what many consider the best job in the distilled spirits industry: Drawing upon the historic assets and equities of Jack Daniel’s Tennessee Whiskey to keep it relevant and aspirational in today’s fast-changing modern world.

The first task Carmen received, after he was promoted to his current role early in 2011, was to direct the introduction campaign of Jack Daniel’s Tennessee Honey, which has since become the most successful line extension in Brown-Forman history. Carmen previously held marketing posts on four continents after joining Brown-Forman in 1992.

Under Carmen’s direction, the Jack Daniel’s Tennessee Honey roll-out has been driven by a well-crafted campaign of innovative digital and television advertising. The campaign features The King Bee. Born with Jack Daniel’s in his DNA, a helmet and goggles, The King Bee dive bombs the iconic black label whiskey transforming it into Tennessee Honey. The spot has been lauded by Adweek magazine among other national media, and recently won the “Brand Response” campaign category at the 16th Annual Interactive Awards (MITX).

Also, Jack Daniel’s Tennessee Honey became the first alcoholic beverage brand to buy ad space on Twitter, and the Tennessee Honey campaign utilizes many additional elements of mobile marketing and social networking, such as Facebook and Youtube.

Recently, Carmen and Arnold developed and idea for the Holiday season called “The Barrel Tree”. Made of 140 whiskey barrels, the tree stands 30 feet tall and has established a new tradition for the brand and it’s home place: Lynchburg, Tennessee. The idea was launched in the US, UK and South Africa with a television commercial that tells the story of the first lighting of the tree. Along with online, print and posters the campaign was recently highlighted in The New York Times. The idea was extended into retail with the development of Jack Daniel’s Holiday Select; a limited edition line extension which uses the whiskey from the actual barrel tree.

Notwithstanding his passion for creativity and memorable advertising, Carmen is an MBA who has worked on countless strategic marketing initiatives for Brown-Forman domestically and internationally. These include new product development and package design assignments for Southern Comfort, in addition to product positioning and integrated communication campaigns for ready-to-drink expressions such as Jack Daniel’s & Cola in Australia, Jack Daniel’s Highball in Japan and Jack Daniel’s Apple Winter Punch in Germany.

Carmen’s management style and personality are as eclectic as his background. Born in the U.S., he lived on four continents in seven cities and visited more than 40 countries marketing Jack Daniel’s.

“My job is to help an iconic brand – Jack Daniel’s – and its multiple expressions stay relevant and loved,” Carmen says. To do so, he encourages creativity regardless of the discipline or the medium. “After we co-create the brief I work to create space so the agency can develop the GREAT idea,” he says, adding, “I have found that the creative process is almost always faster and most productive that way.”

These days Carmen can be found at Brown-Forman headquarters in Louisville, Kentucky – unless he is working in his home garden, ferrying his children to and from sporting events, jetting overseas to a meeting or discussing the pollinating habits of king bees with the creative agency.