Jack Daniel’s has launched a new Father’s Day campaign for its Gentleman Jack Tennessee Whiskey, swapping out traditional advertising talent for real dads and brand loyalists.
Developed by earned-first creative agency We Are Different, the initiative centres on “Dad Ads”, a mix of user-generated and influencer-driven content showcasing Jack Daniel’s community of 80,000 subscribers. Everyday fathers were cast as Gentleman Jack ambassadors, supported by influencer content and consumer activations designed to spark online engagement.
Within the first month, the campaign delivered 9.1 million organic and paid reach, while boosting key performance metrics: video view rates rose by 1,588 per cent, ThruPlays increased 723 per cent, and engagement climbed 1,316 per cent.
Richard Dredge, Senior Brand Manager at Brown-Forman, said the campaign tapped into the brand’s existing audience: “Since 1866, Jack Daniel’s has been making friends all over the world. That’s why Gentleman Jack Tennessee Whiskey is best championed by the people who already love it most. Our Dads Ads campaign harnesses the strength of community, tapping into user-generated and creator-driven content to spark engagement and authentic brand advocacy online. Preliminary results have smashed both reach and engagement benchmarks, a clear sign that a different strategic and creative approach to influencer is working for our brand.”
Stuart Terry, Founder and Director at We Are Different, said the strategy reflected a broader shift in marketing: “The rise of peer-to-peer marketing has transformed brand interactions, making word-of-mouth and customer advocacy the selling style people actually seek out versus having to be broadcast to. We’re so proud of our partnership with Jack Daniel’s and the wider Brown-Forman team – working together to deliver thumb-stopping creative that drives meaningful engagement online. The results speak for themselves.”