Jack Daniel's has teamed up with AM New York(320,000; Mon-Fri; English) as a media partner to present the Jack Daniel's Latino Comedy Series Nueva York, running from July 13-September 29. El Especialito (175,000, weekly; Spanish) and El Especial (90,000; Weekly; Spanish) are co-sponsoring the event.
The series will be held at various NYC comedy destinations including the Comic Strip Live, The Laugh Lounge, and Stand-Up NY.
Jack Daniel's has also launched a micro-site, http://www.masrisas.com, to promote the series.
The series will be hosted by Mario Bosquez, and will include performances by Latino comics Arnold Acevedo, Edgar Rivera, and Mark Viera.
The campaign is running under the bilingual slogan: “Laugh Hard. Disfruta tu Jack. Bebe Responsablemente."
Very low Hispanic Newspaper advertising in 2006
Jack Daniel's spent only slightly more than $13,000 advertising in Hispanic newspapers in 2005, according to Portada® Ad-tracking.