INVITING WOMEN OF COLOR
TO REFRESH THEIR FLAVOR

Marrying drink choice with personal style to help Jack Daniel’s reach
a new audience through Makeovers that Matter.

REFRESH YOUR FLAVOR.

Jack Daniel’s desired to introduce its Country Cocktails brand to African American women in the Los Angeles market. To do so, Next played on the human desire for refreshment and the fresh beginnings offered by a new calendar year and challenged consumers to Refresh Their Flavor.

91EVENTS
3,340INTERACTIONS
2,602SAMPLES

78%

INTERACTIONS RESULTED IN A SAMPLE

Our sales in California have increased double digits over the course of the campaign! From beginning to end this program evolved significantly and Next has always been flexible and a pleasure to work with.
– Emma Gardner, Brand Manager, Brown-Forman

EVOLVING THE BRAND EXPERIENCE

Refresh your Flavor. It’s not just about taste, it’s about life. With local distributors and retailers in the loop, we threw three private influencer parties near Valentine’s Day and Black History Month and partnered with Makeovers That Matter to invite 20 African American veterans to receive VIP transformations in LA salons where they were pampered and treated to Jack Daniel’s Country Cocktails. Much more than just a sampling promotion, these women warriors were celebrated and honored in the fun, carefree and empowering spirit that Jack Daniels is famous for.