Jack Daniel's - JD Roots


Future proofing Jack Daniel’s with a cross media, branded content platform

Jack Daniel’s had a problem. The rock’n’roll heritage it had traded on for so long has been forgotten by younger drinkers, for whom
Guns & Roses and Janice Joplin weren't even a distant memory. Slowly becoming less relevant to its target market, JD’s market share was slipping as it struggled to compete with brands like Jagermeister.

JD Roots was created to fight back. An ongoing music platform, born from the insight at the very heart of the Jack Daniels brand – that where you are from matters in making you who you are today.

Designed to rebuild the rock’n’roll heritage that served Jack Daniels so well in the past, but delivered in a way that is completely future facing – cross media, cross device.