Jack Daniel’s hits the bars with a sting in its tale

For the first time in a long time, Jack Daniel’s has launched a new product: a combination of its whiskey and a “proprietary honey liqueur”. And what better way to get the new Tennessee Honey variety some attention than by inviting Kiwi revelers to rummage around in a bee hive. 

After winning the business in a pitch earlier this year, experiential marketing agency Fluxx was given the job of launching the brand in New Zealand with a series of events in the main centres. This will be followed by a national roadshow across bars and clubs, with digital and trade support coming from JWT. 


Inspired by the above-the-line creative and TVC, which was done globally by JWT and launched overseas around a year ago, the centrepiece of the launch will be the Jack Daniel’s Tennessee Honey ‘Hive Game’, which invites bar-goers to retrieve bees from within a hive in order to win prizes, while being tested by a range of sensations within. 

“We wanted to create a real brand experience for the launch of this product. So our creative team came up with an idea where consumers could really immerse themselves in the brand, as well as have a great night out with their friends and trying to win some prizes,” says Fluxx founder and creative strategist Mark Pickering. “We wanted to amplify the activation as well as provide some tangible measurement so we developed links to social media and the Snapstar network via photo sharing and tagging.”

The experiential activation will be supported with Jack Daniel’s Tennessee Honey photo zones staffed by ‘bee keepers’, photos from which will be shared via the Jack Daniel’s Facebook page and through the SnapstarLive digital network.

Campaign Credits 

Agency – Fluxx

Mark Pickering – Creative

Paula Ward – Campaign Director

Jono Mar – Campaign Manager 

Client–Hancocks Wines and Spirits 

McKee – Senior Brand Manager

Michael Dance– Marketing Manager

JWT – Creative and Media Support

SnapstarLive – Photo and Online

Rollercoaster – Experiential Build

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