CAPOW’s creativity and ability to translate our brief into such a stunning reality, seamlessly and swiftly, was truly impressive.
We couldn’t be happier with the results!
AMY NIGHTINGALE
ASSISTANT BRAND MANAGER, JACK DANIEL'S
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Jack Daniel’s Honey were in the second year of their partnership with Taste Of London food and drink festival, one of the hottest dates in the capital’s social calendar.
The brand team wanted to raise their game and create an experience that felt perfectly in sync with Jack’s easy-going and effortless cool personality.
We took the brand back to its roots, using Jack’s authentic passion points to build our creative theming of Tennessee Americana Picnic. Connecting to the popularity of cowboy-core and western trends as well as the brands relaxed drinking occasion.
We developed our concept of an inviting and relaxing Americana country picnic, encouraging guests to stop in and settle down on a picnic blanket with a delicious Jack Daniel’s cocktail. Our design maximised the footprint while making use of existing assets.
We then developed this experiential idea across a relaxing, inviting space and designed guest experiences.
This included delicious Americana themed serves, surprise country music performances, a cowboy hat decorating workshop and cotton candy with a mouth-watering, bespoke Jack Daniel’s Honey flavour.
We worked as a true extension of the brand team directing suppliers and agencies for a seamless delivery.
The activation was a resounding success with our space in high-demand from festival-goers. Our cowboy hat decorating workshops sold-out within minutes each day, with guests literally running to secure their spot.
Drinks sales at the event were boosted by over 300% year-on-year, helping the brand secure ROI and drive awareness.
Client: Jack Daniel’s
CAPOW’s creativity and ability to translate our brief into such a stunning reality, seamlessly and swiftly, was truly impressive.
We couldn’t be happier with the results!