Jack Daniels is a 150-year-old iconic American whiskey brand, and the unquestionable quality of their product fuels a rich and colorful brand narrative. New product developments are painstakingly evaluated as they feel no rush to jump into an alcohol trend if it does not fit the brand. Jack Daniels made the decision to enter the flavored whiskey category as its growth was attracting non-whiskey drinkers, and fiery cinnamon whiskey was rocketing brands like Fireball into the stratosphere. Prior to working with Fort Franklin, the brand followed their playbook for new product launches, focusing on the quality and heritage of Jack. However, this audience of first-time whiskey drinkers was not responding well to a heritage and quality television campaign, especially since Fireball had taken the rebellious “I dare you to drink this” position.

A rapid message transformation was needed to prevent Fireball and others from stealing more market share. Our approach was to invest all remaining marketing dollars in social content and media. We would employ our agile process to message development leading with the “heat” of the product while conveying quality through the high production value of the assets. Connecting the brand to culture on a regular cadence was effortless as the Jack Fire social team had seamlessly implemented internal agile processes, they just needed the right message.

This was another great example of meeting our clients where they are and fixing only the parts that needed fixing, versus unnecessary wholesale changes that consume more time and resources.

RESULTS:

TWITTER VIDEO VIEW RATE 23.4% / 30% higher than alcoholic beverage industry benchmarks.

CPVs below alcoholic beverage industry benchmarks. ($0.18) at $0.11

FACEBOOK / INSTAGRAM REACHED 9.3MM PPL / DELIVERED 3.5MM VIDEO VIEWS / CPV was a very efficient at $0.03

BRAND LIFT INCREASED 9.5%