Just like Jack Daniel’s Old No.7, its lesser known brother, Gentleman Jack is charcoal mellowed before the barrel, but also receives an extra ‘blessing’ when charcoal mellowed again after reaching maturity, to create a silky-smooth finish.
Our brief was drive awareness and sales with 25-34 year old Jack Daniel’s drinkers looking to trade up. Gentleman Jack should have been the perfect solution but just wasn’t on their radar. They didn’t know the brand nor understand what made the brand special and it didn’t seem relevant to them. We needed to do something that would connect with consumers and give Gentleman Jack a role in their lives.
When you THINK HUMAN you truly know your consumer, understand their desires and needs and are sensitive to their personal and cultural values.
So, we started by gaining a deep understanding of our audience; not just their views on the brand but what was happening in their lives overall. Our research showed that they were starting to appreciate the finer things in life and becoming more discerning, but they weren’t sure which brands to choose and didn’t want to make the wrong choices. We labelled this ‘fledging connoisseurship’ and saw an opportunity for Gentleman Jack to help them on their path to becoming a true gentleman.
The ‘Order of Gentlemen’ was born.
Recruiting a carefully selected group of key influencers who were experts in their field, we shared their knowledge and craft with a specially selected group of consumers – Inviting them to be part of a club that would help them navigate a more premium lifestyle.
From a bar owner mixologist to a meat chef, a grooming expert and a master barber; each brought their own perspective on premium craft and shared the same aspirations and values that go into every bottle of Gentleman Jack.
The Order was brought to life via a social content series and through targeted eCRM. To increase our reach, we partnered with Shortlist Magazine and Mr. Hyde to deliver both offline and digital advertorial content.
The launch email rocketed with an open rate of 36% versus an industry average of 21% and achieved an astounding 11% click through rate and the popularity of The Order grew rapidly. Our content reached over 2 million unique views, with an average Facebook engagement of 6% and thanks to The Order, Gentleman Jack enjoyed its best Christmas trading period ever with a massive 19.4% yoy growth!