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 Honey:

Making whiskey
a summer hit

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

jackdaniels_uk

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jackdaniels_uk

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jackdaniels_uk

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

  • Instagram

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 

  • Instagram

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

  • Instagram

"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

Results

Awareness

Trial

38%

MORE IMPRESSIONS THAN PLANNED

4000

DRINKS SAMPLED VIA VOUCHER
AT STREETFEAST

+3%

BRAND

AWARENESS

YOY

4m

NEW JACK DRINKERS

VIA INFLUENCER
CAMPAIGN

10%

YOY VOLUME
GROWTH

Sales

+25%

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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