Jack Daniel's Honey
Resetting expectations for a 150-year old brand
Year: 2018
Capabilities: Lord + Thomas. Media.

Problem

For 150 years, there's never been a good reason for non-whiskey drinkers to drink Jack Daniel's.

Insight

People would try Jack Daniel's if given an entry into the brand with a friendlier product.

Strategy

You don't have to be a whiskey drinker to enjoy Jack Honey.

Solution

We made Jack Honey our friendly invitation to Lynchburg: warm, welcoming and unmistakably Jack.

By developing a series of brand identity and core campaign assets, we removed the intimidation of whiskey and gave markets around the world the tools to introduce their consumers to the Jack Daniel’s world and Jack Honey the brand.


30
Global Markets Adopted
8%
Global Brand Growth
4.2%
Increased Brand Awareness in U.S.
2%
Increased Purchase Intent in U.S.
20%
Increased Volume in UK

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