Jack Daniel's Presents

Amplify redefines JD’s rock’n’roll spirit for a new generation of drinkers...


Amplify were challenged to bring Jack Daniel’s iconic status and independent spirit to life through the lens of music, with the objective of recruiting more LDA-29 male drinkers.

Insight + Strategy

Jack Daniel’s is an iconic brand with a legendary reputation amongst drinkers – one that most brands would die for. Yet in a cluttered market, we continually need to remind existing drinkers what Jack Daniel’s stands for whilst engaging a new generation of drinkers, maintaining Jack’s status as an icon and cultural catalyst throughout and transforming its rock ‘n’ roll heritage into contemporary relevance.

We developed an ownable music platform and TTL campaign that can be amplified to a large but targeted audience across multiple channels. Build on Jack’s heritage while developing a broader purpose and point of view for the brand to guide its long-term cultural vision. Draw inspiration from the monochromatic cues of Jack Daniel’s iconic bottle as the basis for the whole creative platform.


Jack Daniel's Presents

“Jack Daniel’s is a seminal brand. A cultural catalyst. An icon. It’s time for Jack to reclaim our throne and redefine the rock and roll spirit for a new generation of drinkers. New sound, same spirit. New experiences, same attitude. New fans, same devotion. New serves, same hero.”

A 360° campaign building up to a truly once-in-a lifetime gig experience. Unexpected headliners. Unexpected locations. Unexpected moments. Unexpected memories.

Year 1: The Vaccines headlined at the unique and never-used venue of the Victorian Swimming Baths in Manchester, to the backdrop of a 9-foot lit Jack Daniel’s bottle with the audience watching in what would have been the main swimming pool.

Year 2: With Biffy Clyro announced as headliners, the 2000-capacity gig sold out in 1 minute. For one night only a derelict car park in Birmingham became a technically ambitious surprise world tour date for Jack fans in the know.