Skip to content

All Access with Jack

Our integrated shopper campaign drove relevance and engagement for Jack Daniel's, making it the go-to summer drink of choice for millennial males across the UK. 

All Access with Jack - case study film

The Challenge

Last summer, Jack Daniel’s came to us with a problem. Although it was still thought of as a cool brand amongst its target audience of millennial males, it wasn’t necessarily their first drink of choice. This, paired with the fact that during the summer months this audience is more likely to be found reaching for a gin & tonic, meant that JD wanted us to reignite Jack’s bold edge and regain cultural relevance.

The Insight

With so many “WIN a holiday” promotions lining the shelves, we knew that to give Jack his edge back and stand out in store we needed to create a summer on-pack that was a little more powerful. The answer was a no brainer – what else sits at the heart of summer, can invoke nostalgia, inspire new memories, is loved by our audience and already has a genuine relationship with Jack? Music, of course.

The Results

12.5m
Combined impressions across Facebook and Instagram
10.6m
unique people reached over 2 weeks
1.77m
post engagements generated by social content
3x
Click through rates (CTR) from YouTube content to our campaign website vs our benchmarks

We use cookies to give you the best experience of using this website. By continuing to use this site, you accept our use of cookies. Please read our Cookie Policy for more information.