Following the launch announcement earlier this year, the whiskey brand Jack Daniel’s, is aiming to build a buzz for its latest variant, Jack Daniel’s Tennessee Honey with new marketing activity to generate consumer awareness.
Coinciding with the Tennessee Honey’s arrival in the off-trade the brand will be launching an integrated campaign including advertising, PR and digital support, as well as a new cinema advert.
Available in the off-trade now, Jack Daniel’s Tennessee Honey is the first launch from the brand in over a decade.
The new addition to the Jack family follows a successful launch in the USA, where it became the fastest growing spirit brand of 2011.
Jack Daniel’s, part of Bacardi Brown-Forman Brands, is now supporting the launch with a high impact awareness campaign kicking off this month.
Working with a new creative uses the Old No.7 brand to reveal Tennessee Honey through a tear in the page, the activity includes digital and print advertising created to reach the brand’s target audience of LDA – 29 year old adults.
This will be supported by UK Twitter and Facebook pages, featuring news, competitions and Jack Daniel’s Tennessee Honey serve suggestions.
New out of home advertising including the brand’s iconic underground adverts, featuring a bespoke hive design, and branded taxis in major cities such as London, Manchester and Edinburgh, is set to raise further awareness and encourage trial.
Aiming to surprise and excite film lovers, a new ad created especially for cinemas will be revealed in October.