All Access With Jack
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THE PROJECT
PROJECT BACKGROUND
We transformed the fortunes of Jack Daniel during the lean summer of whiskey-buying with an integrated shopper campaign. We drove target audience relevance and engagement in new ways, making Jack the go-to summer drink for millennial males across the UK.
THE CHALLENGE
THE CHALLENGE
It was a two-fold problem; Jack was perceived as cool among its target audience but wasn’t necessarily the drink of choice. Additionally, the whisky category suffers heavy seasonal buying—with October, November, and December being peak months and summer seeing people reaching for G&T.
OUR IDEA
OUR SOLUTION
Jack needed an edge to stand out, with an on-pack promotion more powerful than most. It was a no-brainer. What else is beating-heart-of-summer, nostalgia-invoking, memory-inspiring, loved by everyone and already has a genuine relationship with Jack? Music, of course!
Jack is far too sociable for today’s VIP-only, guest-list-loving music scene, so we created a promotion he’d approve of – making music accessible to everyone. “All Access with Jack” was an integrated, Tesco-exclusive campaign, giving shoppers the chance to win hourly music prizes; from a one-off ‘Jack Presents’ gig to a Tennessee music tour.
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