This document summarizes a marketing project for Jack Daniel's whiskey. It identifies the project's objectives as determining target segments, positioning, message proposition, and best media outlet. Research found whiskey sales decreasing with competition from trendier drinks targeting younger consumers. An ad test experiment aimed different messages at gender segments, finding traditional messages worked best for men and trendier messages for women. The recommendations were to create three ads with different appeals, place them in magazines targeting each segment, and focus communication through print media.