Brown-Forman whiskey brand Jack Daniel's is looking to strengthen its appeal to a younger demographic by appointing a new UK digital agency to run the business.
Independent agency Five by Five has been tasked with reaffirming the brand's “independent spirit” and will be responsible for all social media strategy and execution, digital content creation and influencer work alongside partner agencies.
The company is alleged to have won the account by “demonstrating a deep understanding of its audience and how to interact with them most authentically.”
Jack Daniel's appointed Iris to manage its UK digital marketing account in October 2022 after a fierce competition between four companies, with the brief to evolve and expand its existing brand campaign, “Make It Count”.
Launched globally in 2020 and conceived by US agency Energy BBDO, “Make It Count” is designed to convey the message that lives can be transformed when people choose to live boldly with “purpose” every day.
It is unclear how Five by Five's appointment will affect this relationship.
“It was clear from the beginning that Five by Five not only understands our business and brand, but also our target audience and how to engage with them in an authentic and meaningful way,” said Camilla Pendleton, Jack Daniel's marketing manager at Brown-Forman. “Their collaborative approach and behavior is a great fit for us and we're excited to get started.”
Annabel McKee, managing director of Five by Five, added: “Jack Daniel's is a truly iconic brand but maintaining its relevance in an era when the target audience is younger comes with some significant challenges. We are looking forward to overcoming these challenges and working with the Jack Daniel's team to create something truly impactful. You can look forward to watching.”
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