Jones Knowles Ritchie (JKR) New York has revealed the creative idea behind recently launched Blackened — a new blend of American whiskey created by Master Distiller Dave Pickerell, Sweet Amber Distillers, and iconic heavy metal band Metallica. The “sonically-infused” whiskey uses Metallica music to shape the liquid’s profile, a patent-pending process dubbed Black Noise. As agency of record, JKR led the creation of the full brand concept, visual identity, brand voice, as well as the campaign, including a brand film, social content and OOH. The center of the brand story — Hands of the Master — is showcased in the film which captures the work, routines, and tools that go into mastery of craft, for both the band and the whiskey makers.
The whiskey’s name comes from the Metallica song of the same name, and the campaign film was shot on location in Stockholm, Sweden and Bardstown KY capturing moments with the band as well as the distilling process. Tosh Hall, Global Executive Creative Director, JKR, commented: “It’s not every day you get the opportunity to work with two industry titans like Metallica and Dave Pickerell to create a new-to-world brand from day one.
Forged by sound, Blackened breathes new life into the band’s legacy; inspires the bold and challenges conformity.” Sweet Amber’ is the distiller and Blackened launches this month in time for Metallica’s latest US tour. The launch includes a mix of events, tastings, concert activations and city campaigns throughout 2019.