Jack Daniel's always geared up for football season. But there was an opportunity to leverage football fanaticism to get Jack's cleated foot into the tailgating arena.
Just give football fans/drinkers a set of rules to "play" by. Get them out there at multiple touchpoints. And make them engaging from the stadium blacktop to the backyard to the bar. To allow fans to distinguish themselves from the stereotypical tailgater. And remind them what it means to be a Jack man or woman—it's more than how you carry yourself, it's how your carry your cocktail, too.
Because no matter what your team colors, true fandom is always black and white.
Teens understand the importance of exercise in their daily lives, they just don't understand the science and benefits of refueling with mother nature's nutrient-rich rebuilder, the chocolate version.
Position it to teens as the most effective recovery aid after working out. And engage them where they'll actually get it, with a fully integrated campaign including print, mobile, web, SMS, online ads, school posters and social media. Bring it with the backing of star athletes, Apolo Ohno, Chris Bosh and Shawn Johnson.
Fill up on results, awards and the knowledge that you took on sports drink behemoths and beat the spread, naturally.
I took a different route to the water fountain and ended up getting asked to craft a spot for this long-running campaign. I wasn't in on the production, but it's still fun for Mom to know it's my spot.
Start at the ubiquitous black marker. Then reacquaint people, not consumers, with all the tools of self-expression Sharpie offers. Inspire, but realistically, via Print & TV. Encourage Sharpie fans to rub shoulders with fun, and each other, via a web hub.. Add some hands on/markers on opportunities (with celebrity inspiration). And let the uncapping begin!
Take the No. 1 selling tequila in Mexico, a minimal budget and a sales increase goal of 5%. Do TV in three languages, POS galore, revamp the website, create a Facebook page and a useful iPhone app that links directly back to Facebook.Plus that up with promotional events , real fan futbol experiences and more. And surpass the sales increase goal by 65%. Que bueno.
Exploding sales and the success of events and local market activations, plus even more global adoption, allow for a much needed refresher of the campaign.