Challenge + Idea

Having lost 2 years of youth, first time experiences have rocketed in value and meaning as people strive to reclaim the moments they’ve missed.

In order to elevate the iconic status of Jack Daniel’s while staying true to Gen Z, we created experiences that enabled students to mark their most special moments in the year and ‘Make It Count’ alongside Jack Daniel’s.


We formed a team of 30 influential students to #MakeItCount all year long across 6 university cities. Building a campaign the taps into the student mindset throughout the term.

Welcoming new students to university, our SBAs delivered Make it Count packs to student halls ensuring the first few weeks of uni life featured perfect serves of Jack & Coke and gave them a steer on the best student bars in their city.

SBAs then hosted Make It Count Pre Sessions, the ultimate warm up gigs feat. up and coming student DJs, in the build up to the Make It Count event London with Hardy Caprio.

Heading into Term 2, the perfect serves continued with SBAs sampling thousands of Jack & Cokes through society partnerships and at student house parties.

As the academic year came to a close & students completed their exams and looked ahead to summer, SBAs hosted summer BBQs, before ensuring every student had JD bucket hats + festival stash to ensure the brand lives on in Gen Z lives over the summer months.

The programme has been scaled across the UK heading into 22/23 academic year with many more perfect serves to be had this year.