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...