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.
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