The Brief

Introduce Jack Daniel’s Tennessee Honey to the market and encourage consumers to try all three drinking methods: shot; on the rocks and with a mixer. The anticipated outcome of the activation was to convert the consumer to purchase the beverage.

Jack Daniels



Urban Striker was responsible for a two-tiered national launch. Tier 1 was made up of 2 regional events which took place in an unconventional and unique setting.

The Cape Town event took place at Barnet Fair (barber shop) on Bree Street and Fallen Heroes (tattoo parlour) in Parkhurst Johannesburg. Guests at both events comprised existing clients from the barber shop and tattoo parlour, along with social influencers and media. Guests could have a tattoo done in JHB or have their hair cut by a barber in Cape Town. This all contributed to the theatre of the event and bringing the brand essence to life. The decor at each venue was subtle with hints of influence from the Jack Daniels brand, as well as a live performance by a solo artist. Guests were served Jack Daniel’s Tennessee Honey in the three different drinking methods along with canapes that featured a hint of honey.

Jack Daniel’s brand activators captured the guests’ preferred way of drinking the beverage to give the brand some insight into consumer preference.


The response to the product overall, at both sets of events, was very positive.

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