Jack Daniel’s is hoping to create a buzz for Jack Daniel’s Tennessee Honey with a high profile consumer marketing campaign and continued investment in the off-trade. Designed to drive awareness and trial, the campaign kicks off from this month and will target consumers at a variety of touch points during the key summer purchasing period and beyond.
As well as TV, print, cinema and out-of-home advertising, the integrated campaign includes PR and digital support along with bespoke formats for convenience retailers.
The brand will be returning to the cinema this July – October with the popular King Bee advert. Driving awareness in key cities, a high-impact out-of-home campaign will include the brand’s iconic underground adverts, branded taxis and backlit posters. Advertising will also run across target print titles, accompanied by both digital and mobile presence to keep the brand front of mind.
Convenience retailers will continue to benefit from Jack Daniel’s Tennessee Honey 20cl and 35cl fractionals available in cash and carries which deliver value for money, lower entry level price points for those on a budget and ultimately increasing impulse purchases.
