Story

Jack Daniel's needed to become the drink of choice for the next generation of spirit drinkers. Not through advertising, but through the moments that actually matter to students. The real challenge wasn't awareness, it was getting the brand into their hands repeatedly, through people they actually trusted.

Action

We built a year-long programme that followed the student calendar from start to finish. 

A team of student brand ambassadors embedded Jack & Coke into every milestone that mattered across six universities: Freshers' Week welcome packs, pre-drink takeovers, society partnerships, house parties, end of term BBQs and festival season send-offs.

Rather than a one-off moment, the programme was built for repeat sampling through trusted peers, the people students actually listen to. Music ran through everything: Make It Count sound clashes gave student DJs a platform to make a name for themselves, supporting rising talent with a partnership with Cirque du Soul brought the brand into the heart of university nightlife, and it all built to a London finale.