Jack Daniel’s has had a rich history of being associated with music, from Keith Richards to Slash. Our challenge was to reignite excitement amongst today’s young male drinkers, encouraging them to choose Jack Daniel’s on more occasions by re-asserting the brand’s independent spirit.
Jack Daniel’s is enjoyed in many places but made in just one; Lynchburg Tennessee. This idea of locality was taken as the starting point to develop a UK-wide programme to support and celebrate grassroots music scenes
Activated the Jack Rocks platform, in partnership with partner agency Splendid Communications, aiming to remain faithful to Jack Daniel’s rich musical heritage whilst speaking directly to a young male audience, at events and online.
The platform comprised main pillars: