Sheltering In Place. Responsibly.
Challenge
By the end of 2020, 316 million people in the US were living under some sort of social distancing order for weeks on end. Sheltering in place had become all too common. And while everyone was stuck at home, spirit sales soared over 75%, and so did the data on over-consumption. Americans were drinking more than ever. Our challenge was to remind people to drink responsibly at a time when a lot of people were feeling there was little else to do.
Opportunity
Once we realized SIP was the acronym for “Shelter In Place”, we knew we had discovered an opportunity for the brand to intersect with culture.
Jack Daniel’s Tennessee Apple
Jack Daniel’s brings it’s bold reputation to the flavored spirit’s space for a second time with Tennessee Apple. Apple whiskey already exists, but it’s got nothing on the the bold character of Jack Daniel’s. Jack Daniel’s reminds us our choices should mean something. Pick Boldly.
Jack Daniel’s Tennessee Honey
Tennessee Honey is the 2nd largest global brand in the Jack Daniel's family. The smooth taste of honey and the bold character of Jack are as warm and welcoming as an invitation to Lynchburg itself. So welcoming, that you don't have to be a whiskey drinker to enjoy it. In fact, you don't have to be a lot of things.
An entire global playbook was created from brand advertising to digital and on-premise activations.
JACK DANIEL'S OLD No.7 / Jack Daniel's has been a part of music and pop culture history for over 50 years. Providing fans with authentic music experiences has always been an important part of the brand's identity. The Uncut Sessions brings fans closer with raw, revealing music performances. With unreleased, rare or reworked material, artists have the chance to share something new about their songs, and themselves. Unedited and uncut.