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Communicator is part of the Captivate Group, an independent group of agencies joined together by connected thinking and big ideas (and the 7th floor of the Tea Building). Working together as well as independently to solve problems for our clients.

 

Setting up a Honey trap

Jack Daniel's - Jack Honey

The Challenge

To raise awareness and drive trial of new Jack Honey serves with the 18-24-year-old target audience.

How we listened

Thanks to social listening and speaking directly to our audience, we discovered that when it comes to younger drinker’s behaviours, they’re more experimental, the occasions are more gender neutral than previous generations, and they’re happening earlier in the day. But what hasn’t changed, is how whiskey is viewed as a high-energy, late night choice; even, a winter drink. The perceived strong whiskey taste wasn’t helping either.

How we talked

We created a campaign focused on new, lighter and more refreshing Jack Honey serves giving us a great opportunity to challenge consumer perceptions and drive relevance. #JackHoneyHours taps into the end of work feeling, says goodbye to the working hours and hello to our delicious Jack Honey serves. Our creative displays the drinks as bright, light and thirst quenching in a sunny setting to encourage our Gen-Z drinkers to go out and try one.

Geo-targeted social ads offered an invitation to StreetFeast (Dinerama and Giant Robot) where visitors could pick up a free Jack Honey drink during the Honey Hour. The campaign was supported by a national social campaign, showing our audience mouth-watering ways of enjoying Jack Honey and how it fits into their life, and an OOH campaign with underground ads and billboards featured in key areas of Shoreditch and Canary Wharf. The campaign was also supported by a national influencer campaign (working with our sister agency CONNECTS) encouraging our audience to think differently about whiskey.  

Follow Jack Daniel's UK on Instagram and Facebook for more.

Reached over

4M

new Jack drinkers with paid social campaign

38%

more impressions than planned

Influencer campaign surpassed engagement KPI by 

107%

3M

new Jack drinkers

And reached

10%

YOY volume growth

+25%

past 12 weeks vs same period last year

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Make your summer last that little bit longer. Grab a refreshingly simple Bee’s Knees.

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Dropped in to #Dinerama to check out @jackdaniels_uk Honey Hours. They’ve got loads of new cocktails and they’re SO good! I couldn’t decide which one was my fave! 😂 #ad 

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Jack Honey Hours also extended into an OOH campaign with underground ads and billboards featured in key areas of Shoreditch and Canary Wharf

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