#AMPLIFYYOURSPIRIT
CLIENT: Brown-Forman, Jack Daniels Global
ROLE: Strategist
AGENCY: Energy BBDO
OVERVIEW
🥃⚫️7️⃣
OVERVIEW 🥃⚫️7️⃣
THE ASK
Re-establish Jack Daniel’s cultural relevance with the next generation of drinkers (LDA-29 years old) by driving consideration, conversation, and community through a social-first campaign.
THE INSIGHT
Social media is an identity blueprint for INDI’s, but with so much social media clutter to sift through, they struggle to curate their authentic personal brand.
THE RESULT
#AMPLIFY YOUR SPIRIT
A campaign that turns Jack Daniel’s into the amplifier of statement-making voices in culture.
THE PROBLEM
As younger drinkers (INDI’s) chase new flavors, formats, and personalized drinking experiences in an increasingly crowded spirits category, Jack Daniel’s risks fading from a cultural icon into just another bottle on the shelf.
THE STRATEGY
Help INDIs discover their “iconic statement” by amplifying the signals that feel real to them the Jack Daniels way — authentic, independent, and unmistakable..
Research Methodology
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The team conspired among ourselves and the fellow icons of our generation.
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Hours of desk research: social listening, MRI Simmons pulls, Omni, Mintel, and use of Talkwalker.
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And, of course, a bit of good ol’ number 7 product testing*
THE RUN THROUGH
A Brand Built By Icons
Jack Daniels roars with the spirit of iconicity.
A timeless staple on the liquor shelf.
Historically distilled in pop culture.
Even embraced by legendary musical icons, like Sinatra, Slash, Kesha and Shaboozey.
It’s a respected drink of choice for those who dare to be different.
Because to them, Jack isn’t just a drink.
It’s a statement.
600+
New RTD flavor profiles in the past five years
An evolving spirits landscape with new options to choose from— CBD, THC, mocktails, and uniquely flavored seltzers.
BUT THE WORLD HAS STARTED TO MOVE FASTER
+
70%
of young drinkers seek out unique and customizable options in their beverages.
Consumer preference to explore these new unique options
=
27%
of consumers see Jack Daniels as an “everyday” whiskey.
A soon-to-be forgotten staple spirit brand
AND HAS STARTED TO LEAVE JACK BEHIND
VS
MEET THE NEW GENERATION OF DRINKERS
THE INDEPENDENT SPIRITS (INDI’s)
INDIs strive for new experiences that personalize every moment — whether it's celebrating a Duolingo streak or making the most of a movie premiere or concert.
They turn these mundane moments into iconic statements of self-expression.
73%
of Gen Z believe they need more self expression to live a healthy and happy life
INDIs believe they need self expression to live fully
67%
believe that its important to have a strong personal brand
84%
say their favorite brand treats them like an individual
so they craft and partake in experiences that are unique to them
Again, that same need for personalization and uniqueness is applied to their drinks.
44% of Gen Z and 49% of Millennials are most heavily influenced by social media to spend on experiences
that are heavily inspired by trends and nuggets found on social media
But with the neverending trend cycle—
the cores
the aesthetics
the eras
— the social media pages they use as an identity blueprint, is neverending.
And it constantly cycles out.
Insight
Strategy
Social media is an identity blueprint for INDI’s, but with so much social media clutter to sift through, they struggle to curate their authentic personal brand.
Help INDIs discover their “iconic statement” the Jack Daniels way — authentic, independent, and unmistakable.
The Outcome
ART DIRECTORS
TEAM WHISKEY BUSINESS
The Team Behind the Campaign
Jack Wojo
Liyanna Baloca
COPYWRITER
Olivia Eldert
STRATEGISTS
Nick Murphy
Kassandra Leyva
ACCOUNT MANAGERS
Aaron Ingram
Caroline Roth
Thanks for reading!!