SHOPPER CAMPAIGN
Jack Daniels:
Now or Never
THE ASK
Develop a compelling promo-led campaign that spans across retailers & venues that drives brand engagement, recruit new drinkers and increases consumption with existing consumers.
Get next generation drinkers who aren’t loyal to brands to see Jack as the most authentic spirit that’s relevant to them by inspiring them to MAKE IT COUNT whenever they can because Jack Daniel’s champions living boldly and enjoying the ride.
INSIGHT
We all have those special things in life we’ve always wanted to do. We’re talking about those big bold experiences that make us feel like we’re really living. We can’t sleep on these experiences or we may miss out forever.
The idea
A nation-wide promotion designed to shock people out of that ‘someday’ attitude and grab life by the balls before they’ve left it too late. A world first on-pack promotion where Jack drinkers can win wicked experiences that are about to go extinct. Gone forever. Never to be seen again. Think tickets to see LeBron James before he retires. Your favourite DJ before their Vegas residency finishes or the last ever Foo Fighters tour. It’s NOW or NEVER. Make it count.
ON-PACK
On-pack and bottles designed to hint at the type of expiring experiences that can be won. All our Jack drinkers have to do to enter is simply scan the QR code and upload a few details, to be in the draw.
SOCIAL
Using expiring Stories to catch attention and create FOMO for the NOW or NEVER promo. Banner ads, let’s be real. We scroll past them a 100 times a day without a second thought. So we used that attitude to remind people that maybe there’s other more important things in their life they’re scrolling past too.
ON-PREMISE
Taking the promo into bars, drive frequency by giving our drinkers the chance to WIN prizes instantly. These leverage the on-pack prize pool, like a digital Mastercard™ to spend on food and drinks there and then in-venue. Or an expiring Uber voucher to get you home safely, or a Ticketek voucher to see a local gig or sporting game.
EXPERIENTIAL EXTENSION
Live music is on life support. Mainstay local venues are struggling to stay open and no venues, means no music and no Jack Daniel's being raised as the band goes wild. Jack Daniel’s and live music go together like glasses and hands and if no-one’s going to step up and save these hallowed halls of sound, it’s up to us.
The NOW or NEVER SESSIONS are a series of local live music gigs hosted and completely paid for by Jack Daniel’s – with ALL proceeds going back to the venues to help them stay open.
So let’s show support for local live music NOW – or we’ll NEVER have the chance to experience it in the future.