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Jack Daniel's
Tennessee Honey Launch

RAN IN: United States

CLIENT
Brown-Forman Corporation

Carmen D'Ascendis - Director, Global Mktg.

AGENCY
Arnold Worldwide *Lead Agency

Pete Favat - Managing Partner, CCO
Shannon Coletti - Sr. Mktg. Producer
Wade Devers - EVP, Group Creative Director, Head of Art
Allie Hughes - Sr. Designer
Peter Hughes - Jr. Copywriter
William Near - SVP, Group Head Producer
Paul Nelson - Managing Partner, Director of Mktg.
Maria Rougvie - VP, Sr. Broadcast Business Affairs Manager
Nathan Stewart - Mktg. Producer


SUMMARY

Jack Daniels Tennessee Honey was the first product launch for the iconic whiskey in a decade. It needed to attract a new consumer without alienating current Jack drinkers. So we wrote the story of our beekeeper cultivating a strain of Tennessee Honey Bee with Jacks whiskey infused in its DNA. We used Facebook, Twitter, network television and website takeovers to introduce the King Bee to our highly social Millennial target. Our Facebook page exploded with 760,000 fans in the first year. Annual sales were 150% over forecast projections and Jack Honey nearly outsold its three main competitors combined.

CASE VIDEO


Hero Medium: Social Networking Applications

Medium Featured On Video: TV, Interactive, Social Networking Sites/Applications, Print, OOH

Audience: New audience, Men, Women, Brand Influencers, Young Men (20-35), Young Women (20-35)

Objectives: Gain new customers

Type: Business to Consumer

Classification: National

Language: English