Building buzz for the honey

Summer campaign launched for Jack Daniel’s variant

• Tennessee Honey ‘beekeepers’ aim to reach 100,000 consumers through sampling activity.

THE firm behind Jack Daniel’s in the UK is stepping up on-trade support for the brand’s Tennessee Honey variant as part of a summer marketing campaign.

The activity, launching this month, will see publicans supplied with new point of sale materials that include five-litre display bottles, bar runners, signage and drip mats and ice buckets. The material promotes the brand’s chilled signature serve.
Jack Daniel’s Tennessee Honey ‘beekeepers’ will also be making visits to on-trade locations as part of a sampling campaign which aims to introduce the brand to over 100,000 consumers.

Tennessee Honey is targeted at male drinkers aged 18 to 29.

The on-trade investment coincides with a fresh burst of consumer advertising for Tennessee Honey, which is appearing on TV, cinema, print and outdoor media with support from digital media and PR activity.
Scheduled to run from July through to October, the cinema campaign sees the return of the Tennessee Honey ‘King Bee’ ad to screens. The ad will appear alongside films which appeal to the brand’s target audience of male consumers aged 18 to 29.
Crispin Stephens, of Bacardi Brown-Forman Brands, the firm behind Jack Daniel’s in the UK, said the Tennessee Honey variant has “surpassed all expectations, recruiting new drinkers and driving fresh interest and sales of Old. No.7”.
“However, distribution is still only at 15% in the on-trade so there is a huge opportunity to drive further category growth and recruit new consumers into the Jack Daniel’s trademark,” he said.
“To help do this we have launched the 1.5L for large volume mainstream venues, the new 2014 marketing campaign will see an increased media spend to grow consumer awareness and engagement, and the array of other support for our customers will drive trial and rate of sale during the all-important summer months and beyond.
“The chilled message will be at the heart of all our in-outlet communications as we know that rate of sale can be increased by as much as 37% when a consumer enjoys Jack Daniel’s Tennessee Honey as it should be served – chilled.
“The on-trade sampling campaign will prompt trial and purchase, so we strongly recommend bar operators and licensees stock up now to make the most of the opportunity the new activity is set to bring.”