Jack in the Box

How to Make a Brand Icon

How did you set out to create an industry icon?

The idea for creating Jack wasn’t necessarily that we were going to create an icon. It really comes from the fact that he was a character, and it was really more the public that established that he was an icon. We created him back in 1995 to reinvent the brand and kick off where we were going with the brand 15 years ago.

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