Jack Daniels Tennessee Honey campaign hopes to hit sweet spot
Jack Daniel’s Tennessee Honey is celebrating its second birthday with a high-profile marketing campaign and a burst of investment in the off-trade.
TV, print, cinema and out-of-home ads, including Underground billboards, branded taxis and backlit posters, are to run from July to October and will be backed by PR and digital support.
New 20cl and 30cl bottles of the whiskey blended with honey liqueur will be released to convenience stores through cash and carries to offer better value for money and a lower entry-level price point.
The campaign is targeted at 18 to 29-year-old men.
The brand is now worth more than £50 million and is the top new spirit launch of the past five years, according to brand owner Bacardi Brown-Forman Brands.
Trade marketing manager Crispin Stephens 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 while the range of fractionals ensures 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.”