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%
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