The King Bee

JACK DANIEL'S TENNESSEE HONEY WAS THE FIRST PRODUCT LAUNCH FOR THE ICONIC WHISKEY IN OVER A DECADE. IT NEEDED TO ATTRACT A NEW CONSUMER WITHOUT ALIENATING CURRENT JACK DRINKERS. SO WE WROTE THE STORY OF OUR BEEKEEPER WITH A MULTI-CHANNELED STORY. CULTIVATING A STRAIN OF TENNESSEE HONEY BEE WITH THE ATTITUDE A JACKS WHISKEY INFUSED IN ITS DNA. WE USED FACE BOOK,TWITTER AND WEBSITE TAKEOVERS TO INTRODUCE THE KING BEE TO OUR HIGHLY SOCIAL MILLENNIAL TARGET. RESULTING IN THE MOST SUCCESSFUL LAUNCH IN THE STORIED BRANDS HISTORY.