JACK DANIEL'S
& MUSIC
Jack Daniel's briefed my team to create a campaign that would reconnect the brand in a meaningful way with grassroots music, helping to revive a declining music scene within the UK. Driving relevance through credible partnerships, supporting emerging talent and being part of the conversation with integrity.
My role within this brief was to work with the strategy team to create a campaign that would resonate with a Gen Z audience, allowing them to connect in a meaningful way with the brand. Connecting with the grassroots venues and encouraging people to get back out into the live music scene.
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I created the campaign 'We've got your Jack' which was tapping into insight that showed how a younger audience often avoided busy venues through fear. Fear of the unknown, fear of being spiked. The campaign worked well in a number of ways and was multi-layered through tailored collabs, GWP's, merch and 'Jack stage' passes. One of my favourites was the free drinks cover, not just when you buy a Jack, but any drink at the bar, with 'We've got your Jack' branding. Research showed that a simple drinks cover offered reassurance that allowed our audience to safely get into a crowd and watch live music without the fear of being spiked.​
Jack Daniel's would partner with ticket providers like Dice, a ticket provider who our target market actually use. We would offer promo's through this partnership for free gig tickets, which would allow us to work with targeted grass roots venues. We would also partner with the Music Venue Trust and each purchase of a JD would give back to an organisation who is literally fighting to keep the music scene alive in the UK.
Once in the venue our lucky customers could win a Jack stage pass, giving them exclusive access to the band, with queue jumping, free drinks and free merch. These kind of campaigns really do resonate with the audience at an emotional level and this was something I really enjoyed working on - plus it's JD! Who wouldn't...
