Jack Daniel’s Christmas
We were challenged by Jack Daniel’s to develop a Christmas campaign that could target two key occasions, the gifting occasion as well as the entertaining at home occasion. Two different occasions and two different Jack Daniel’s ranges to communicate but under one communication platform.
Strategy, Creative, Social, Activation
During Christmas, shoppers often struggle with gift selection and leave it to the last minute. Alcohol is usually selected as a low risk, convenient solution as it is highly accessible to purchase and widely enjoyed by many. Shoppers are, however, concerned that their gift may seem impersonal and a last minute after thought and want to ensure their choice is seen as premium. For the entertaining occasion, consumers want a premium RTD to either bring to parties or to have at home for their own social gatherings but don’t always consider a whiskey RTD during the festive season.
We developed a master Christmas platform that tapped into the festive season and leveraged the Jack Daniel’s Barrel Tree distinctive asset to dial up the Christmas spirit. The master visual was adapted to work specifically for each occasion by having a different headline and product cluster. The path to purchase included modular displays where the field team could combine various thematic elements to create a spectacular off location display. By having a consistent master visual the two product ranges and occasions could be activated together seamlessly attracting two different shoppers.