Coca-Cola has announced the launch of the new Jack Daniel’s & Coca-Cola ready-to-drink beverage in Spain.
Co-branding is a marketing strategy in which two or more brands come together to create a joint product or service that is marketed and promoted under both brands. And this is precisely what Coca-Cola and Jack Daniel’s have done. Both brands have officially announced the joint launch of a new Ready To Drink beverage in Spain. Made with Jack Daniel’s Tennessee Whiskey and Coca Cola, the new Jack Daniel’s & Coca Cola RTD is inspired by the classic cocktail known and enjoyed in bars around the world.
Last year, Jack Daniel’s and Coca-Cola announced that they would team up to offer consumers the ability to enjoy, in a convenient ready-to-drink format, one of the world’s most popular beverages.
The product resulting from this global agreement between the two iconic brands, which debuted successfully in Mexico last November, will go on sale in Spain in the coming weeks, along with other markets in Europe. It will then continue to expand to other global markets in Latin America and Asia later this year.
CO-BRANDING: STRENGTH THROUGH UNITY
The aim of co-branding is to create a positive association between the participating brands, which can help to improve the perception of product or service quality and increase customer loyalty. In addition, co-branding can also help extend the reach of each brand and reach new target audiences.
Marshall Farrer, Executive Vice President, Chief Strategic Growth Officer and President Europe for Brown-Forman, owner of Jack Daniel’s, says, “We are excited about the expansion of Jack Daniel’s & Coca-Cola RTD into new markets. The launch allows us to bring our European fans this unique flavor that was created to be a benchmark in bars around the world.”
The drink will be available in a 33cl can format, with a design that integrates iconic elements of both brands: the red Coca-Cola logo written in its classic Spencerian font, combined with the black of Jack Daniel’s Old No.7. A design that highlights that the Jack Daniel’s and Coca-Cola RTD is born ready to be the best thanks to the quality of its ingredients.
RESPONSIBLE CONSUMPTION
The packaging, featuring two of the world’s most recognized and valuable brands, will include a clear message of responsibility indicating that the beverage should be enjoyed responsibly and only by consumers of legal drinking age.