Jack Daniel's: Recruiting new Tennessee Honey drinkers

Whiskey brand Jack Daniel's ran a dynamic video campaign targeting specific potential audiences in the United Kingdom to attract new, younger consumer groups for its Tennessee Honey product.

Campaign details

Brand: Jack Daniel'sBrand owner: Brown-FormanAgencies: Captify, Spark FoundryMarket: United KingdomIndustries: Spirits & liquorsMedia channels: Online video, Search marketingBudget: Up to 500k

Executive summary

Jack Daniel's Tennessee Honey is the number one flavoured whiskey in the United Kingdom. After eight years of consecutive growth, Jack Daniel's sought to grow its consumers beyond traditional whiskey drinkers. In September 2019, it launched a UK campaign to increase the appeal and relevance of Tennessee Honey with a younger, non-whiskey drinking audience.

The campaign objectives were to cut through the...

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