Jack Daniel’s
Jack Rocks


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:

  • Venue Partnerships – working with independent venues around the UK, to host Jack Rocks gigs and support with social media and product
  • Talent Partnerships – working with roster of emerging/independent acts, the Jack Rocks 7, who featured in showcase event followed by a string of festival dates for Jack Rocks
  • Festival Activations – Jack Rocks stage takeovers at Reading, Leeds, The Great Escape, Isle of Wight Festival, Y Not!, and TRNSMT, presenting the best of the nationwide venue programme


  • 122 pieces of coverage including Metro, The Sun, The i-Newspaper, ITV.co.uk, Independent.co.uk, The Scotsman and Daily Record
  • PR reach of 124m
  • Marketing reach of over 6m
  • Shortlisted for UK Festival Award
  • Exposure to 305k consumers across festival season
  • 91k Jack Daniel’s serves at festivals