JACK DANIEL’S
When you’re so good for so long, it’s a little nerve-racking when a certain consumer audience isn’t as interested in your brand as they once were. I mean it’s Jack f’n Daniel’s.
The Challenge
This was the problem the brand was facing in Canada, specifically across their 19-24-year-old demographic. They needed to get back to basics and find authentic ways to connect with this audience. As their consumption expectations and rituals evolved, we worked with the brand to help them understand what this demographic valued, found relevant within their culture, and how to best position the brand across experiences, sampling, and brand activation.
How Did We Help?
Our creative team developed and managed an influencer marketing program in 8 key markets across Canada (Vancouver-Ottawa), to infiltrate and engage with the brands target audience. We were responsible for consumer education, product sampling, social media strategy & content creation, brand activation, consumer research and competitive insights. This program was titled ‘JD-University’ and ran for a period of 8 months. The brand management and marketing team was able to utilize our findings for future planning and strategic planning.
We think that if Jack was around, and saw our work, he’d be pretty happy about it. We’ll drink to that.
PROVIDINGSERVICES ACROSS:
- Creative Strategy
- Marketing Program Development & Management
- Social Media
- Influencer Marketing Strategy
- Brand Activation
- Brand Photography
- Brand Videography
Client Testimonial
Stories Inc,
I wanted to officially welcome you to the JD brand! Congratulations on a successful pitch for the Jack Daniels business in support of our recruitment efforts and affinity building among LDA to 24YO across Canada.
You are specifically being brought on to reshape what was once called our National Campus Program to make Jack meaningfully distinct (From Jager/Jameson) and a brand that LDA – 24YO ultimately consider and purchase.
Well done!
