Jack Daniel's picks Iris for 'Make It Count' digital brief

Brown-Forman whiskey brand Jack Daniel’s has handed its UK digital marketing account to Iris with a brief to evolve and expand its existing brand campaign “Make It Count” across digital, social and experiential activations.

Launched globally in 2020 and devised by US agency Energy BBDO, Make It Count is designed to deliver the message that people’s lives change when they choose to live boldly and with “purpose” every day.

Iris has been appointed following a competitive four-way pitch, handled by Angus Crowther’s new Tuffon Hall Consultancy, and will to continue driving the campaign forwards, with the aim of inspiring consumers to participate and interact with the brand.

The agency will focus on ensuring the activity resonates with the next generation of adult spirit drinkers who Jack Daniel’s has branded the “gig-less generation”; those who have undergone behaviour changes due to the pandemic and the ongoing cost of living crisis, and are finding it increasingly challenging to act spontaneously.

Delivered through a series of music-led activations, social community management and ongoing digital strategy, Iris will reset, reappraise, and re-establish the role that Jack Daniel’s plays in their lives.

Jack Daniel’s brands head of marketing Caroline Lesur: “It’s great to be collaborating with an agency that brought undeniable energy to the table throughout the pitch process.

“From the get-go, Iris surfaced a number of compelling consumer truths and strategic provocations, challenging both us and them to push the work into a new direction centred around participation branding.

“The team focused wholeheartedly on our business challenge, rooted in consumer and cultural insight, to breathe new life into our ‘Make It Count’ platform in a distinctive and culturally valuable way. We can’t wait for our audience to experience what we have in store for them.”

Iris chief client officer Ian Bradbury added: “Amid the cost-of-living crisis, it is more important than ever for brands to adopt alternative strategies to avoid adding to the digital landfill and instead Make It Count.

“It’s great to partner with one of the most iconic spirit brands in the world, and we look forward to working together to amplify Jack Daniel’s as a supporter of the music scene and therefore a key part of nightlife in UK culture for the gig-less generation.”