Jack Daniel’s and Coca-Cola Truck Tour
IMPACT
The Objective
Jack Daniel’s & Coca-Cola launched brand new alcoholic ready-to-drink (ARTD) cans in a collaboration between the two iconic brands. Working with our longstanding partner Coca-Cola, our brief was to get cans in hands and liquid on lips all around the UK to a total of 1.6 million consumers.
Our objective was to support the launch of the ARTD cans by conceptualising and building a branded truck and co-ordinating a tour of the activation.
APPROACH
We converted an American-style truck for perfect serve samples to be distributed from, along with photo opportunities and activities to increase dwell-time at the activation. To elevate the experience, branded games were introduced with exclusive merchandise handed out as prizes. Brand ambassadors were present engaging in meaningful interactions and creating a connection between the attendees and the brand collaboration.
A comprehensive tour itinerary was coordinated across the UK’s impressive event calendar including the British Grand Prix at Silverstone, Victorious Festival, Bloodstock Festival, and London Stadium. These were further enhanced by visits to Coca-Cola’s head offices and their clients including Tesco. Additionally, three university fresher’s fairs were visited where the truck was particularly well received.
Depending on the event, 25ml sip samples or full cans of the new product were served allowing consumers to experience the perfect serve. At select events, the truck acted as a bar including in the VIP area at Flackstock in which the event was sponsored by Coca-Cola.
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