WE CELEBRATED JACK’S BIRTHDAY

THE CHALLENGE
Jack’s Birthday is a successful trading period for the brand, but it doesn’t attract 18-29 year old males into the brand as its story lacks relevance for them.

THE BRIEF
Make Jack’s Birthday mean something to millennial drinkers and increase trial and consumption over the period.

THE SOLUTION
Jacks Birthday, Your Party. For the first time, Jack’s Birthday became intrinsically linked to the consumer. We worked with renowned graffiti artist Carl Davis to deliver the core creative giving Jack’s birthday a more millennial twist than ever before.

With a highly engaging central mechanic the backstage pass gave consumers a great gift with purchase that also delivered against CRM sign ups, providing daily chances to win. Key customers were also given bespoke overlays to provide point of difference through the channel.

THE OUTCOME

Jack’s birthday gave cause for celebration for consumers and venues alike throughout the month of September. 60% uplift in sales within on-trade. In venue engagement 90% ‘very engaged’. POSM in place +400% duration. +20,000 online registrations.