Jack Daniel's is launching a temperature-triggered digital, and scented OOH (Out of Home) campaign to promote its latest brand, Jack Daniel’s Tennessee Apple.
The campaign, created by Spark Foundry, aims to drive awareness of Jack Daniel’s Tennessee Apple among ‘Flavour Seekers’ – 18-34-year-old gin, vodka and flavoured cider lovers – encouraging them to make Jack Apple and Tonic their choice of drink for the summer.
Launching on 12 July, the campaign will show Tennessee Apple as a great alternative to gin and tonic, best enjoyed over ice, mixed with a premium tonic and garnished with an apple wedge. It will run across OOH and digital for seven weeks. The OOH sites will be apple scented and will feature takeovers in London’s Leicester Square and Clapham Common, alongside other national activity.
The digital element of the campaign, which broke on 28 June, will dynamically trigger the Tennessee Apple creative when temperatures hit 24 degrees outside.
“This campaign targets our audience during moments of refreshment, when they would usually think about making or ordering a G&T, showcasing Jack Apple as the right choice by celebrating summer, showing up at the right time in the right occasions and standing out,” said Justyna Noga, Brand Manager at Jack Daniel’s parent company, Brown-Forman.
Other agencies involved in the campaign include Kinetic, Energy BBDO and Communicator.