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.
a summer hit
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
"After 8 years of staggering growth since the launch of Jack Honey launch, we recognised that in order to continue the momentum behind the brand we needed to appeal and reach non-whiskey drinkers. Communicator were instrumental in bringing to life a campaign that encapsulated this; The Jack Honey Hours. They created best in class digital assets that were used across multiple touchpoints from the point of purchase right through to broad reach media via a nationwide OOH campaign. We see Communicator as trusted strategic partners, they challenge us to think differently and continue to produce industry-leading content that resonates with our core target audience."
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