Selling a legacy brand to a new generation.
Even the biggest brands need help selling to new audiences.
Client: Jack Daniel's
Industry: Beverage
Market: Vancouver, Calgary, Ontario & Ottawa
What we did: Strategy, offer, brand, marketing, team & sales
01 The problem
A legacy brand losing a generation.
Jack Daniel's needed to reconnect with a younger, culturally relevant, 19 to 24 year old audience. The brand had lost relevance, and traditional sampling wasn't landing.
02 What we did
Connect the brand to the culture.
We simplified the strategy and built a system that connected Jack Daniel's to the culture of this audience, offline and online. A national program across Vancouver, Calgary, Ontario and Ottawa, blending influencer partnerships, social storytelling and on-premise engagement to drive awareness and sales.
03 The result
Culture and commerce, measured.
Cultural relevance revitalized, and a repeatable marketing and sales system. The program increased portfolio listings, boosted sales and strengthened relationships between sales teams and influencers. This is how you modernize a legacy brand to sell & earn more.
The number: 4 markets across Canada
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