New Marketing Campaign For Tennesse Honey
02 Jul 2014 --- Jack Daniel’s, part of the Bacardi Brown-Forman Brands portfolio, is set to once again create a buzz for Jack Daniel’s Tennessee Honey, with a high profile consumer marketing campaign and continued investment in the off-trade.
Designed to drive awareness and trial, the campaign kicks off from July and will target consumers at a variety of touch points during the key summer purchasing period and beyond.
As well as TV, print, cinema and out-of-home advertising, the integrated campaign includes PR and digital support along with bespoke formats for convenience retailers.
Celebrating its 2nd birthday, Jack Daniel’s Tennessee Honey has already overtaken many of its competitors. In fact, the brand has grown to become the no.1 new spirit launch of the last five years and is now worth over £50m, further demonstrating the incredible sales opportunities for retailers. Jack Daniel’s Tennessee Honey has driven incremental sales by successfully bringing younger consumers into the brand and whiskey category, with nearly half of those who have trialed coming from outside of the Jack Daniel’s trademark and aged 18 – 29.
Continuing to build buzz for the brand, Jack Daniel’s Tennessee Honey will be returning to the cinema this July through October, with the popular King Bee advert. Set to surprise and excite film lovers once more, the advert will be shown during blockbuster films, appealing to the brand’s target audience of 18 – 29 year old males.
Driving awareness in key cities, a high-impact out-of-home campaign will include the brand’s iconic underground adverts, branded taxis and backlit posters. Advertising will also run across target print titles, accompanied by both a digital and mobile presence to keep the brand front of mind.
Convenience retailers will continue to benefit from Jack Daniel’s Tennessee Honey 20cl and 35cl fractionals available in cash and carries, which deliver value for money, lower entry level price points for those on a budget, and ultimately, increasing impulse purchases.
Crispin Stephens, Trade Marketing Manager, said, “Jack Daniel’s Tennessee Honey has surpassed all expectations, however we want to ensure we continue to drive category growth and recruit new consumers into the trademark. The new 2014 marketing campaign will see an increased media spend, demonstrating our continued investment in the brand whilst the range of fractionals ensure convenience retailers have the right formats and price points for their customers. We’d therefore strongly recommend that retailers stock up now to make the most of the opportunity the new summer activity is set to bring.”
Jack Daniel’s Tennessee Honey is crafted with Jack Daniel’s Old No. 7 Tennessee Whiskey. The whiskey is mingled with a honey liqueur resulting in a taste that is authentically Jack and naturally smooth. Bottled at 70 proof, it provides consumers a pleasing balance of honey notes, while retaining the distinctive taste of Jack Daniel’s.
