Jack Daniel's, Michael Boaler, senior brand manager
It’s no secret that experiential is considered the most effective method to get your brand and message under people’s noses to emotionally move them in ways that shelf POS can’t. This is the reason why so many brands do it, but for me the difference is for consumers to understand why they do it.
For many it’s to put their brand front of mind when consumers are making a decision at the moment of truth, but for a brand like the one I work on, Jack Daniel’s, it’s a different story altogether.
Jack Daniel’s has high brand awareness and is already strongly associated with music, so we’re lucky in that we don’t really have an issue there. The reason we use experiential is to communicate a point of view, to tell our target market what the brand stands for in environments and in ways they can not only relate to, but wear as a badge to express what they stand for themselves.
The Jack Rocks campaign is a proof point that Jack Daniel’s is a supporter of music, standing by the people and places that share our belief that music should be made on your terms, using the equity of the brand to give a platform to venues, festivals, promoters and, most importantly, artists that make ‘real’ music oozing rock’n’roll attitude.
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