The King Bee appears to have brought Jack Daniel's a lot of Buzz with adults 21 - 29. New campaigns from both US brands Jack Daniel's, and Maker’s Mark coincide with improved brand perception among the age 21 – 29 demographic.
Jack Daniel's, one of the spirits sector’s regular best perceived brands, launched Tennessee Honey spin-off as a bid to reach more women and drive more attention to an under-30 demo. Soundtracked by a down and dirty version of Slim Harpo’s old blues tune, “I’m a King Bee,” the animated spot premiered April 27th on numerous sports networks and Jack Daniel's Facebook page.
Jack Daniel's brand sentiment took a huge leap when the campaign debuted, peaking nearly two weeks later on May 10, and only recently settled back to normal, making it a month-long ride.
For 50-year-old Maker’s Mark Bourbon, their first-ever television campaign is a huge gamble, since it represents their entire broadcast and digital budget invested into a major cross-platform partnership with Discovery Channel programming. Before the spots broke, adult 21 - 29 perception for Maker’s Mark was considerably below the spirit sector average, even trailing into mild negative sentiment territory. The first spots launched with the May 10th season premiere of the network’s “The Deadliest Catch.”
When Maker’s Mark’s campaign broke, the brand’s 21- 29 perception immediately soared, bringing it in line with the rest of the spirits sector.
Jack Daniel's and Maker’s Mark were measured using YouGov BrandIndex’s Buzz score, which asks respondents: "If you've heard anything about the brand, including new, advertising and word of mouth, in the last two weeks, was it positive or negative?" All results were filtered for adults 21 – 29.