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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.


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What Would Jack Do?

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.

Access All Areas

We decided to create a promotion Jack would approve of – one that made music accessible to everyone. "All Access with Jack" was an integrated Tesco-exclusive campaign that gave shoppers the chance to win a variety of music prizes every hour – from tickets to our one-off Jack Presents gig to a trip to Tennessee to explore the best of Nashville’s live music.

Just as Jack’s never been one to keep a secret, we made sure to share the story of our incredible summer on-pack promotion across a wealth of media. From digital 6-sheets to in-store POS, magazine ads, digital banners, social media, PR and head office sampling, our “All Access with Jack” campaign took centre stage across it all.


  • 90K competition entries
  • 18% redemption rate (6x the industry average)