Potter Ruiz Advertising joins forces with Arnold Worldwide on Jack Daniel’s Account.

Jack Daniel’s has launched a new outdoor and print advertising campaign targeting U.S. Hispanic consumers and featuring the work of Potter Ruiz Advertising. The creative service agency has partnered with Arnold Worldwide, lead global agency of record for the Jack Daniel’s U.S. Hispanic market, on this account.

The outdoor component of the campaign is running in major Hispanic markets such as Miami, Los Angeles, Dallas, New York and San Francisco. In addition, print ads are appearing in Maxim en Español, Fox Sports Maxim en Español, Ocean Drive Español Magazine, Alma Magazine and other publications.

The campaign’s goal is to convey the values of Jack Daniel’s and show how they align with the mind-set of Hispanic males aged 21 to 34. As a result, the messaging emphasizes traits such as authenticity, independence, integrity and fraternity.

“This target audience is fascinating and complex,” said Potter Ruiz senior creative director Fernando Ruiz. “While they are proud of their Hispanic roots, they are comfortably immersed in both Latino and mainstream American culture. And although they strive to advance professionally, they define true success as maintaining close relationships with friends and family.

“We designed this campaign keeping all of these points in mind, so we think it will resonate powerfully with today’s younger Hispanic men.”