The activity for the distiller’s first new launch in over a decade includes advertising, PR and digital activity as well as a cinema advert, Facebook app and Twitter account.
Tennessee Honey became the fastest growing spirit brand in the USA last year, according to the distiller, and a “high-impact” awareness campaign has been devised to ensure the whiskey makes a similar impression on consumers on this side of the Atlantic.
“As the first new expression from Jack Daniel’s in more than ten years, we’re excited to launch new integrated marketing support for Jack Daniel’s Tennessee Honey,” said Mark Davis, area marketing manager for American whiskey.
“Created to raise consumer awareness and drive trial, we’re confident our latest activity will ensure the brand is front of mind amongst our target of 18 to 29 year old adults.”
Image: Taxi for Jack: brand aims to drive awareness.