Case Study: Jack Daniel’s connects with Gen Z through experiential marketing with Seed

Jack Daniel's drives 11K+ Jack & Coke samples with Seed

Jack Daniel's sought to become the preferred spirit for the next generation of drinkers. Their challenge was not about building awareness but about repeatedly getting the product into the hands of students through trusted peers in authentic moments. To address this, they partnered with the vendor Seed on an experiential marketing program.

Seed built a year-long experiential program called Make It Count that followed the student calendar across six university cities. The solution utilized student brand ambassadors to embed Jack & Coke into key student milestones, from Freshers' Week to festivals, focusing on repeat sampling and music partnerships. This strategy by Seed delivered significant results, including over 11,000 samples served and 6,900 physical engagements.

Jack Daniel's