Jack Daniel’s Partnerships
As the #1 whiskey in the world, Jack Daniel’s Tennessee Whiskey often partners with other rock star brands to increase basket, connect with seasonal shopping habits and excite retailers to secure display space (which is key to increasing sales). But in-house agencies are subjective to the brand they represent, and often stumble in creating partnership campaigns. Therefore Brown-Forman (owner of Jack Daniel’s, el jimador, Korbel, Woodford Reserve, Herradura, Old Forester and more) hires Jill Knight and myself to create seasonal, relevant programs that connect the partnership brands together and to the promotion and tell a bigger story.
STRATEGY
DESIGN
ART DIRECTION
COPYWRITING
PRODUCTION
Jack and Coke Holiday Cocktail Partnership - With the most popular cocktail in the U.S. being Jack and Coke, these two brands fit seamlessly together. Their recent holiday campaign encourages cocktails and entertaining with retail displays, at-shelf recipes and posters.
Samuel Adams Boston Lager and Jack Daniel’s — Two brands with strong roots in American heritage and history, partnered together for an Americana program in-store. From large displays to small package IRCs with cocktails recipes, the program reinforced the brand stories and inspired more future partnerships.
"We can count on Laura and Jill to create smart multi-branded campaigns for our portfolio while seamlessly integrating partners. No matter the size or scope of the task, their thought-leadership is on strategy and their execution is creative and efficient. Working with talent that is innovative and enthusiastic guarantees success and keeps us returning time and again. Simply put, they are great people who put out great work!"
— JULIE LYNN YORK, BROWN-FORMAN CORPORATION
Jack Daniel’s and Samuel Adams Summer Partnership - With spirits brands being strongly encouraged to promote meal solutions with consumption, this program promoted the inspiring and savory grilling season that people love with easy recipe ideas and refreshing cocktails to complete the meal. Programs like these are successful and annualized for partners.
We create custom displays for specific retailers like Target, Kroger, Walmart or Total Wine and More as well as versatile toolkits for small, independent liquor stores to pick and choose promotional elements that work best.