Jack Daniels Creative Strategy

In: Business and Management

Submitted By akcj
Words 1059
Pages 5
Creative Strategy
The objective of Jack Daniel’s creative strategy here is to appeal to and create profits from our target market. We want to establish a symbolic link between the iconic Jack bottle and the female lifestyle in our targeted age market. To our female market, we want to create a tone of luxury, the party-lifestyle, and sensuality. To appeal to females, we assume these to be things that would increase their likelihood of purchase. Our big idea is the “Jack and Jill” campaign where we hope to complement the masculine Jack with the female Jill. Our main character in this campaign is the beautiful Jill who mainly appears alongside images of the drink to create visual association. The central persona that the woman will take is one who can party but retain her composure; this would be best displayed in television or radio advertisements.

Media Strategy We will advertise on TV, in magazines, outdoor, and online. We will advertise in mediums that either primarily target women or target a near-equal percent of women and men. TV spots will have a pulsed media schedule relative to the expected seasonal increases in sales due to expensive costs. These seasonal increases include wintertime, Nascar season, and Christmas. Below the Line Promotions A. Promotions Continuing to utilize the relationship with the NASCAR community, tickets from each racing event can also be used as a coupon in any store for two dollars off any type of Jack Daniels whiskey. B. Point of Purchase The bottles sent out for distribution should all have a small recipe booklet around the neck of the bottle that gives ideas for more than just the usual drinks made with Jack Daniels. This will attract more females as the recipes will be suited for those who might not particularly enjoy the taste of Jack Daniels by itself. There should also be a coupon sticker, one dollar off, on each bottle to…...

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