Jack Daniels: Using Social To Drive Trial

Challenge:

Jack Daniel’s needed help driving awareness and trial of its new ‘Honey’ drink with Gen Z consumers.​

Context:

The brand was seen as a late-night, high-energy drink, mixed with Coke. We needed to show a new audience it was much more than this. ​

Connection:

Connecting Jack Daniel’s Honey with 18-24-year-olds. ​

Creation:

To appeal to a younger audience, we subverted expectations of Jack Daniel’s and created a brand-new drinking occasion, Jack Honey Hours. We owned the first drink post-work occasion (5-7 pm). Through organic social, creators and geo-targeted, timely paid media we drove increased awareness and were able to boost the year-on-year sales of Jack Daniel’s Honey.

Conversion:

The campaign was so successful we were able to create a seamless journey that lived offline too, including OOH and branded pop-ups.​

Results:

4M Impressions

+7% Sales YoY

8.1% ER vs Channel avg of 5.6%