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.
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.
Copy from Ali
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
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
"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
MORE IMPRESSIONS THAN PLANNED
DRINKS SAMPLED VIA VOUCHER
NEW JACK DRINKERS
INCREASE IN EGAGEMENT RATE VS PREVIOUS CONTENT