Jack Daniels - JD Roots

JD Roots – Future proofing Jack Daniel’s with a truly cross media, branded content platform
Jack Daniel’s has a problem. The rock’n’roll heritage it has traded on for so long has been forgotten by younger drinkers, for whom
Guns & Roses and Janice Joplin aren’t even a distant memory. Slowly becoming less relevant to its target market, JD’s market share is slipping as it struggles 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 has served Jack Daniels so well in the past, but delivered in a way that is completely future facing – cross media, cross device.

Campaign elements:

Live events
Social media activity
Online comms
Branded films
Cross device HTML5 website
Live streaming
Merchandising, e.g. limited edition vinyl EPs
Media partnerships with Channel 4 and NME.

Team Credits

Alistair Campbell

  • Creative Director

Charles Marsden

  • Production Director


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Alistair Campbell
Creative Director
Charles Marsden
Production Director