Jack Daniel's
Case Study
172% increase for Jack Daniel’s unaided awareness.
+78%
Purchase Consideration of Tennessee Apple
172%
for Jack Daniel’s
unaided Awareness
The Challenge
In 2021, iconic whiskey brand Jack Daniel’s launched a new product, Jack Daniel’s Tennessee Apple. A fresh spirit, set to compete in a crowded category. The brand approached us to connect with their young audience to reinforce exactly what Jack Daniel’s stands for to cut through the noise and recruit new drinkers.
The Insight
For young Australians, an “inertia of choice” pervades every aspect of modern life. They are more likely to turn on Friends for the 700th time than search for a new movie. We discovered the best solution is a friend who acts as an instigator: The one blowing up the group chat with ideas, potential plans and excitement.
The Idea
Building on the existing Jack Daniel’s brand platform, Make it Count, we launched The Moment Makers: A showcase of Australia’s greatest social saviours, inspiring our audience to do things differently, and unearth new ways to drink Jack Daniel’s as they go.
Products Used
For this campaign we executed content and media using a range of solutions.
CO-BRANDED COMPETITION
DISPLAY & UNRULY
The Stats
The campaign achieved significant lift across the full brand funnel for the launch of Tennessee Apple: a lift of 172% for Jack Daniel’s Unaided Awareness (68% exposed v 25% unexposed) and +78% Purchase Consideration of Tennessee Apple (exposed 48% vs unexposed 27%).
172%
for Jack Daniel’s
unaided Awareness
+78%
Purchase Consideration of Tennessee Apple
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