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 Apple:
Copy from Ali
about apple
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
"We introduced Jack Apple in 2020, launching any brand during a global pandemic clearly has it's challenges. We tasked Communicator with developing a strategy to reach Flavor Seekers and Jack Loyalists alike, they rose to the challenge by developing a distinct creative approach to the two audience groups and delivered a benchmark busting ECRM campaign, thumb stopping social content and eye catching digital OOH. I highly recommend the folks at Communicator as a wonderful agency partner, they are able to get under the skin of audience groups and concisely deliver content that resonates. "
Robbie Watters, Senior Brand Manager, Jack Daniel’s
Results
Awareness
Trial
XX
MORE IMPRESSIONS THAN PLANNED
XX
DRINKS SAMPLED VIA VOUCHER
AT STREETFEAST
XX
BRAND
AWARENESS
YOY
XX
NEW JACK DRINKERS
VIA INFLUENCER
CAMPAIGN
XX
YOY VOLUME
GROWTH
Sales
XX
INCREASE IN EGAGEMENT RATE VS PREVIOUS CONTENT