The brand’s user imagery as well as usage imagery is on point for the target consumer. Jack Fire’s usage imagery is well depicted and the situation in which the brand is used is relevant. The brand positively targeted consumer with a well developed marketing campaign and has created a brand personality that draws target consumer to the brand once they are exposed to the product.
One way the brand is staying relevant is through gaining parity. Jack Daniel’s has created a very close option without compromising the parent brands equity to competitor Fireball, a “must have” for consumers. Consumers want a cinnamon flavored shot when out with friends that both females and males both enjoy. Jack Daniel’s goal with the line extension is to attract millennials who have a sweet palate and can’t get enough of the sugary, yet fiery