THE CHALLENGE
Brown-Forman, one of the largest American-owned alcohol companies, tasked us with delivering creative PR campaigns and press office services, across eight brands in their portfolio. Including the Jack Daniel’s family of brands, Woodford Reserve, Slane Irish Whiskey, Chambord, Herradura, el Jimador Tequila and Fords Gin. The range of brands vary in size, awareness and target audience – so our activity needed a bespoke approach that ensured all brands had equal attention and coverage opportunities.
THE IDEA
A multifaceted approach including influencer campaigns, seeding programmes, creative NPD launches, events and media relations. We’ve raised awareness of Woodford Reserve’s sponsorship of the BAFTAS through innovative media gifting packs, launched two new super premium whiskies for Jack Daniel’s and promoted Jack Daniel’s Make it Count music sessions.
We highjacked St Patrick’s Day for Slane – partnering with TV mixologist Pritesh Mody, to inspire festive cocktail creations which landed in Sunday Brunch’s spring cocktails segment and we’ve encouraged fun-lovin’ 20 somethings to choose Chambord all year round, introducing media and influencers to new summer serves.
And we’ve been in all the key places at the right times – from events at London Cocktail Week and Cocktails in the City to jumping on Margarita Month and Old Fashioned Week, we’ve crafted unforgettable experiences for media and influencers alike.
THE RESULTS
- Over the course of a year we’ve secured 420+ pieces of traditional PR coverage in our targeted key media,
- 20 paid influencer partners creating 90+ pieces of content with a social reach of 3.97m
- Driving people to purchase 99% of press office coverage included a direct link to buy
