Setting up a Honey trap
Jack Daniel's - Jack Honey
To raise awareness and drive trial of new Jack Daniel's 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, or 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 tapped into the end of work feeling, saying goodbye to the working hours and hello to our delicious Jack Honey serves. Our creative showcased 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.