Jack Daniel's: The bar that Jack built

This case study looks at Jack Daniel's, the whiskey brand's, campaign in Australia to maintain prominence by setting up the world's first crowd-sourced bar.

Jack Daniel's: The bar that Jack built

Lead Agency: Arnold & Red Guerilla Australia

Year: 2015

Introduction

With a slew of new craft whiskey brands on one end of the market and big-spending competitors at the other end, Jack Daniel's was losing prominence. It needed to create a cost-effective campaign for whiskey loving blue-collar males, 40 years old and over. The result was the world's first crowd-sourced bar. A six-week social media campaign offered people the chance to work for Jack. Participants would help build a bar in exchange for whiskey to celebrate Mr. Jack Daniel's 148th birthday. The more...

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