I was tasked with creating the full marketing campaign for the new Jack Daniel's product "Jack Daniel's Zero" - the zero-proof, alcohol-free version of the beloved Tennessee whiskey.
The goal of this campaign was not to convert existing customers to Jack Zero drinkers, but instead to expand Jack's customer base into the mocktail world.
Packaging is the first step to a new product project. It was important for the bottle to look like Jack Daniel's, while also being noticeable alcohol free - you don't want people confusing the alcoholic and non-alcoholic bottles. Sticking with the classic black and white label and bottle shape to match the look of the original flavor, I created the Zero badge that can't be missed, distinguishing Jack Zero from traditional Jack.
Where do people go to find mocktail recipes? Pinterest!
To tap into this market, I created a social media Pinterest ad to announce to the mocktail world that Jack cracked the mocktail code - they can now make flavor-accurate mocktails with genuine, mocktail-friendly Jack.
There are some alcoholic drinks that could not be made as successful flavors. Without the whiskey, they're not the same. Until, now.
For the print advertisements of this campaign, I focused on the specific drinks, an old fashioned and whiskey sour, that cannot be replicated without genuine Jack Daniel's whiskey. Now, they can be made with spirit flavor, spirit free.
Jack Daniel's Distillery is located in the county of Moore in Tennessee, which has been a dry county since the prohibition. Jack has never been able to sell their product out of their factory.
As a part of this campaign, it was essential to tell the county of Moore that they can now purchase the genuine Jack that has been distilled in their backyard for decades - now, spirit-free.
