JACK DANIEL’S: #JACKHONEYHOURS

Connecting to a new Gen Z audience

︎︎︎Campaign concept
︎︎︎Social content & production
︎︎︎Influencers
︎︎︎OOH





THE TASK

Jack Daniel’s wanted our help to drive awareness and reappraisal of Jack Honey with 18-24 year-olds.

Their audience saw Jack as a late night, high energy drink,  always mixed with Coke. And most had a negative perception of the taste of whiskey.

With Jack Honey we knew we had the opportunity to address these challenges head on and recruit a new generation of drinkers.

OUR APPROACH

Our approach was to subvert our younger audience’s expectations of Jack Daniel’s.

This wasn’t about just being “cooler” - we took a fresh look at seasonality, occasion and serve, then completely threw out the rulebook for how whiskey has been traditionally communicated on social.

We used our Person Behind the Platform to create a brand new after work occasion tailored towards a younger audience.

#JackHoneyHours was born 🥃.

To drive awareness, we rolled out a mix of refreshing recipe videos on Snapchat and Instagram, reached new audiences with influencer content and drove trial with geo-targeted, digital drinks vouchers that could be used at a the uber-cool Dinerama pop-up, in Shoreditch.

THE RESULTS

The results were fantastic. With a 38% increase in brand awareness and 17% increase in YOY sales, our campaign made Jack Honey the #1 flavoured whiskey in the UK.

This highly resonant content was unlike anything Jack had done before. It doubled their engagement rate and saw us reframe Jack Daniel’s for a new audience.



                                                                                   















                                                                                   














































“Jack Daniel's is crafted with care and dedication, and that's exactly how Communicator treats our brands. Testament to their unique understanding of our business and our audiences is the longevity of our relationship. Communicator always serve up insight and creativity with a smile.”

- Robbie Watters, Senior Brand Manager




Need help revitalising your brand for a younger audience? Reach out!

︎︎︎hello@communicatorlondon.com












“Jack Daniel's is crafted with care and dedication, and that's exactly how Communicator treats our brands. Testament to their unique understanding of our business and our audiences is the longevity of our relationship. Communicator always serve up insight and creativity with a smile.”

- Robbie Watters, Senior Brand Manager






Need help revitalising your brand for a younger audience. Reach out!

︎︎︎hello@communicatorlondon.com







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