Jack Daniel’s hired Amplify to help the brand branch out beyond rock’n’roll and launch a new music strategy focused on hybrid events.
Yesterday, the whiskey brand launched its latest musical event, the Make It Count Sessions, developed by creative agency Amplify to help the brand reach more fans and new musical genres.
Its first performance featured British rap and garage artists Hardy Caprio and Lost Girl, and was broadcast live exclusively on YouTube from Clapham Grand in London.
In an effort to reach new audiences, Jack Daniel’s will move from large-scale in-person gigs to a mix of virtual and physical gigs, and reposition itself as a brand for fans of other genres.
Jack Daniel’s brand manager Laura McCarthy said the Make it Count sessions “are tangible proof of our new global creative positioning.”
She added: “As a platform, [the Make it Count Sessions] truly resonates with our values, allowing Jack Daniel’s to authentically reach new areas of music, while partnering and supporting emerging icons.
Amplify, which developed hybrid experiences, strategized and produced the event and supporting content as well as the concert broadcast.
Its chief strategy officer, Simon Richardson, recognized Jack Daniel’s “long-standing legacy” in music, but said “we need to change the preconceptions around the brand as a champion of rock ‘n’ artists. roll to engage new generations of drinkers.
“With the new Make It Count sessions, Jack Daniel’s is able to prove that his values transcend gender.”