Case Study: Jack Daniel’s expands Tennessee Honey appeal with Captify

Jack Daniel’s - Customer Case Study

Jack Daniel’s partnered with Captify® and Spark Foundry to expand the appeal of Jack Daniel’s Tennessee Honey beyond traditional whiskey drinkers. The challenge was to use the strength of the Jack Daniel’s brand to attract younger, non-whiskey audiences, shift perceptions toward a lighter lemonade serve, and build relevance without alienating core whiskey consumers.

Captify® used its Search Intelligence platform to identify and build four custom audiences and power a Dynamic Video campaign tailored to different audience mindsets and lifestyles. The campaign delivered strong results, reaching an 82% view-through rate, 14% above the 68% target, and driving up to 3.2x more searches for Jack Daniel’s among exposed users versus a control group, while also increasing interest in Tennessee Honey mixability across both younger and older audiences.

Jack Daniel’s

Robbie Watters

Senior Brand Manager