Jack Daniel's Honey
Resetting expectations for a 150-year old brand
Year:
2018
Capabilities:
456 Studios.
Media.
Problem
For 150 years, there's never been a good reason for non-whiskey drinkers to drink Jack Daniel's.
Insight
People would try Jack Daniel's if given an entry into the brand with a friendlier product.
Strategy
You don't have to be a whiskey drinker to enjoy Jack Honey.
Solution
We made Jack Honey our friendly invitation to Lynchburg: warm, welcoming and unmistakably Jack.
By developing a series of brand identity and core campaign assets, we removed the intimidation of whiskey and gave markets around the world the tools to introduce their consumers to the Jack Daniel’s world and Jack Honey the brand.
By developing a series of brand identity and core campaign assets, we removed the intimidation of whiskey and gave markets around the world the tools to introduce their consumers to the Jack Daniel’s world and Jack Honey the brand.
30
Global Markets Adopted
8%
Global Brand Growth
4.2%
Increased Brand Awareness in U.S.
2%
Increased Purchase Intent in U.S.
20%
Increased Volume in UK
4th Consecutive Year Named Top 3 Global Network Promoting Good Causes
2020 Global Agency of the Year
2020 & 2019 A-List & 2020 Best Places to Work
2020 Global Network of the Year
2020 Most Awarded Network
2020 Design Agency of the Year
2020 Top Places to Work
2019 North America Network of the year and 2019 Top 3 Global Network