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
  • Influencer campaign

  • Summer-long #JackHoneyHours pop up bar at Street Feast to drive trail

  • Geo-targeted social ads with a voucher to drive trial at Streetfest

  • Targeted OOH media, driving awareness at key locations focused around Streetfest pop-ups

  • Instagram

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  • Snapchat

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  • Instagram

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

  • Instagram

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Refreshingly new Jack Apple & Tonic.
Mix, sip and refresh.

  • Instagram

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Jack Apple. Like no other whiskey you’ve tried before. Now ripe to pick from Tesco, Asda and Sainsbury’s. #JackApple

  • Instagram

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"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

New Business
Recruitment
Terms & Conditions

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.

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