At the Jack Daniel Distillery the same people who make Jack Daniel’s Tennessee Whiskey, also volunteer to protect it. Jack Daniel’s Tennessee Fire donated $75,000 to the NVFC, a non-profit organization that helps provide training and equipment for volunteer firefighters across the country. We told our story in order to gain awareness of the brand act and highlighted some of the individuals who work full time at the distillery and volunteer for the Jack Daniel’s Fire Brigade.
Meow Mix is all about the unique moments that people and their cats share together. These four spots celebrate simple moments while introducing two new products and promoting an original.
Most consumers don’t know what rye whiskey is or how to drink it. So we created content that would educate consumers on the different ways that they can enjoy Jack Daniel’s Tennessee Rye.
As the official sponsor of FIFA, McDonald's needed to generate hype for the soccer tournament while getting consumers equally excited about their core menu items. So we took the focus of all the action and passionate play, the soccer ball, and replaced it with the McDonald's Menu.
In a fitness focused world with an array of gym options, the Y stands out as the only gym that is for families, functioning as a community center with daycare, after school activities and various programming for children of all ages. We created a platform that would emphasize the Y’s offerings and unique selling point that they are truly the only gym that is fit for family.
This October, Jack Daniel’s launched a new product, Jack Daniel’s Tennessee Apple. We produced teaser creative that would spread the news about the new product and created a global toolkit that would be leveraged to launch the whiskey worldwide.
Gentleman Jack was promoting it’s second year of celebrating African American voices in film with actor, writer and mentor, Omari Hardwick. We created video content and print that drove film makers to submit to our website.
More than 13 million kids face hunger in America and may miss out on basic staples including milk. When school lets out for summer kids lose access to school meal plans and often don’t get the nutrients they need. In order to drive awareness for June Dairy Month we removed milk from the grocery store, showing people what it’s like for kids without.
Meow Mix was looking for a digital campaign that would create an experience that people and their cats could do together. We aimed to reach a millennial audience to build brand affinity and promote two new products, Bistro Recipes cat food and Brushing Bites Cat treats. We built a site that hosted two unique digital experiences, each hosted by one of the new items.
MEOWSTERPIECES
Meowsterpieces is a digitial experience that allows the user to create a piece of art from a photo of them and their cat. They are able to choose from six artistic filters and six frames. They can then share their art, download to their device or order an actual physical canvas of their painting.
CAT GIFFER
Cat Giffer allows users to create their own cat gif using our six pre-created gif overlays or six meme filters. This experience is designed for ease and then allows users to share or download their cat gif creation.
RESULTS
+53% Social Sharing
+4% Wet Food Sales
+8% Treat Sales
+9% Dry Food Sales
To celebrate Gentleman Jack’s 30th birthday and reinvigorate the sales force, we created three internal videos about what makes Gentleman Jack so unique.
To reach a millennial audience in the stain aisle, we assimilated finding the perfect stain with popular dating culture. Using online video content, digital advertisements and social posts on Facebook, Instagram and Pinterest, we encouraged young homeowners to find their Stainmate. We also spoke to the target's fear of commitment with Cabot’s Worry-Free Project Guarantee, which would prevent any potential regret.
Jack Daniel’s launched their newest whiskey in 2018, Jack Daniel’s Tennessee Rye. We created video content, outdoor, print, digital, point-of-sale and web materials to promote the new product.
As an official sponsor of the NBA, Jack Daniel’s invited NBA and Jack fans to enter to win a weekend in Lynchburg, Tennessee where they could bring four friends to not only learn about the whiskey making and distilling process, but to be coached by NBA Legends, Muggsy Bogues and Robert Horry. Our team created all promotional materials leading up the weekend including print, social and digital media as well as the entry website. We also all of the event assets used during the event experience including a Jack Daniel’s NBA locker room, a Jack Daniel’s basketball drills course.