part of the Bacardi Brown-Forman Brands portfolio, 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 July 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.
Celebrating its 2nd birthday, Jack Daniel’s Tennessee Honey has already overtaken many of its competitors.
The brand has grown to become the no.1 new spirit launch of the last five years and is now worth over £50m, further demonstrating the sales opportunities for retailers.
Jack Daniel’s Tennessee Honey has driven sales by successfully bringing younger consumers into the brand and whiskey category, with nearly half of those who have trialed coming from outside of the Jack Daniel’s trademark and aged 18 – 29.
Continuing to build buzz for the brand, Jack Daniel’s Tennessee Honey will be returning to the cinema this July through October, with the King Bee advert.
Driving awareness in key cities, a high-impact out-of-home campaign will include the brand’s underground adverts, branded taxis and backlit posters.
Advertising will also run across target print titles, accompanied by both a digital and mobile presence to keep the brand front of mind.
Crispin Stephens, Trade Marketing Manager, said:
“Jack Daniel’s Tennessee Honey has surpassed all expectations, however we want to ensure we continue to drive category growth and recruit new consumers into the trademark.
“The new 2014 marketing campaign will see an increased media spend, demonstrating our continued investment in the brand whilst the range of fractionals ensure convenience retailers have the right formats and price points for their customers.
“We’d therefore strongly recommend that retailers stock up now to make the most of the opportunity the new summer activity is set to bring.”
Jack Daniel’s Tennessee Honey is crafted with Jack Daniel’s Old No. 7 Tennessee Whiskey.
The whiskey is mingled with a honey liqueur resulting in a taste that is authentically Jack and naturally smooth.
