+64 9 373 3791
Abe 100615
Strategist / Marketing Specialist
12 Plus years Experience
Hamilton, Wellington, Tauranga

Represented: 18/10/18

Jack Daniel’s Barrel Build: 2014

About Project

Craft is a key communication pillar in Jack Daniel’s marketing mix. Our challenge was to make this product story brand attribute relevant for younger ‘emulators’.

Insight: Share the attitude that inspires the legend.

Jack typically celebrates the liquid and the time honoured rituals that help create it. But these messages can fail to connect with unexperienced audiences. We transformed the craft of barrel making by crowdsourcing the attitude behind it.

Idea: Show us what you’d craft from a Jack Daniel’s barrel.

With a KPI of reaching 450k people digitally, a focus on social media broadened the conversation from street posters down to a granular one-to-one level.

Making of content flowed naturally from uploaded ideas to re-engaging our core of brand believers and the wider emulator growth audience attracted by ideas.


The Facebook New Zealand monthly reach target of 180k was smashed peaking at 2.4m while the campaign was live resulting in over 1300 entries from the platform.

760k+ YouTube users saw the campaign video with 7% watching 100%, = $0.16c.

This experiential and social idea was picked up by two South East Asian markets and has been benchmarked by Brown Forman as best practice worldwide.

Over the campaign period on and off premise sales of jack saw significant % lifts.




Concepting, Research, Strategy

Content image #1

Creative. Digital. Marketing. Recruitment.

Sign up to regular contact