JACK DANIELS

TENNESSEE CIDER PRODUCT LAUNCH SOCIAL & eCRM CAMPAIGN

It’s big news when Jack Daniel’s launches a new product and we were tasked with creating a buzz on social to get the bottle rolling. 

Our idea was to create a campaign that not only teased the audience into guessing what could be the next Jack product, but also to reward their most loyal customers, tapping into their huge eCRM database, by giving a lucky few the chance to taste Tennessee Cider before anyone else.

 

TEASE

We created a series of cryptic social posts that got loyal Jack fans talking about what was to come.

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LAUNCH

We launched and had over 500k views within 24 hours finally settling at over a million, out-performing anything Jack's ever done before. For lack of a better word, it went viral.

Because it wasn't out in shops yet we then created a competition for Jack's loyal fans, giving them the chance to taste it before anyone else. And then through loyal fan engagement we'd get UGC advocacy of the new product.

 
 

SUSTAIN

Because it was a new product we also had to land the occasion for drinking it. So we created a suite of assets that could be used to sustain the product launch through the year, educating the audience that the best way to enjoy a crisp Jack Daniel's Tennessee Cider is when kicking back with your friends.

 
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