A. FILM
B. PRINT
C. OUTDOOR
D. RADIO
E. FILM CRAFT
F. DESIGN
G. DIGITAL & MOBILE
H. CREATIVE USE OF MEDIA
I. PR
J. MARKETING SERVICES
K. ADVERTISING CAMPAIGNS

G-07-20. Jack's Friends Club

AgencyLiquid Seven
Creative headCreative Director, Anna Menshikova
Author of ideaCreative team
ProductJack Daniel's whiskey
DescriptionJack Daniel’s entered the Ukrainian market in 2005. Since that time, limited support in trade and HoReCa has been the only communication tool used for its promotion. As a result, Jack Daniel’s has become known as a trademark and a product, but has lacked consumers’ understanding of the culture it brings as a brand.
In 2013, Jack Daniel’s made it its challenge to become brand #2 on the market of premium spirits (in sales). To help achieving this goal, we decided to concentrate on increasing usage frequency through building the brand - the connection between the consumer and Jack Daniel’s.
The idea was to launch the CLUB for the sympathizers of Jack Daniel’s, where we will reveal Jack's personality and afford ground for the brand advocates growth and community formation. To be the most effective, the Club was online-based (on Facebook), with efficient offline support (through event).
AdvertiserBrown-Formen Ukraine
Team membersCreative Director, Anna Menshikova
Creative Leader, Liza Sigorskaya
Designer, Anton Golubev
Copywriter, Konstantin Chekanov
Art Director, Artem Tsymbal