The Challenge
Raise awareness of Jack Honey with 18-24yo and drive re-appraisal of Jack Daniel’s brand.
Our target audience saw Jack Daniel’s as a late night, high-energy drink, that's mostly served with Coke. They also had a negative perception of the taste of whiskey. With Jack Honey we had an opportunity to address these challenges head on and recruit a new generation of Jack drinkers.
Our Approach
We threw out the rule book and broke barriers! It wasn’t a case of being younger or cooler, rather championing an occasion and serve that our audience wouldn’t expect from a whiskey.
Jack Honey:
Making whiskey
a summer hit
The Campaign
Goodbye Working Hours. Hello Honey Hours.
We created The Honey Hours: a social-first campaign with multiple touchpoints to drive additional awareness and drove trial. The campaign included:
- Paid social campaign showcasing refreshing recipe videos
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Influencer campaign
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Summer-long #JackHoneyHours pop up bar at Street Feast to drive trail
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Geo-targeted social ads with a voucher to drive trial at Streetfest
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Targeted OOH media, driving awareness at key locations focused around Streetfest pop-ups
"After 8 years of staggering growth since the launch of Jack Honey launch, we recognised that in order to continue the momentum behind the brand we needed to appeal and reach non-whiskey drinkers. Communicator were instrumental in bringing to life a campaign that encapsulated this; The Jack Honey Hours. They created best in class digital assets that were used across multiple touchpoints from the point of purchase right through to broad reach media via a nationwide OOH campaign. We see Communicator as trusted strategic partners, they challenge us to think differently and continue to produce industry-leading content that resonates with our core target audience."
Robbie Watters, Senior Brand Manager, Jack Daniel’s
Results
Awareness
Engagement
4M
4M IMPRESSIONS –
38% MORE THAN PLANNED
4000
DRINKS SAMPLED VIA VOUCHER AT STREETFEAST
+34%
BRAND AWARENESS YOY
+17%
YOY VOLUME GROWTH
Sales
8.1%
ENGAGEMENT RATE VS.
JACK IG AVERAGE OF 5.6%
Trial
NOW THE NUMBER 1 FLAVOURED
WHISKEY IN THE UK!