Print, digital, cinema, outdoor

 

Tennessee Honey was Jack Daniel’s first major new product launch in over a decade; developed to take Jack into new category segments.

 

Our challenge was to introduce the new product while preserving the brand’s authenticity. We did this with the introduction of a bad-ass bee who became the link between the more traditional world of Old No 7 and the contemporary, quirky world of flavoured whiskey. It worked.

 

Jack Daniel’s Tennessee Honey was the most successful product launch in the company’s history. In less than six months, it eclipsed all competitive brands combined to become the No.1 selling flavoured whiskey.