Jack Hacks: how Jack Daniel’s hacked the algorithms

Brown Forman

Agency: Spark Foundry

Jack Daniel’s – the man, the myth, the legacy brand in serious need of reappraisal. Spark Foundry identified that the Jack Daniel’s target audience’s choices are governed by algorithms. To drive reappraisal and sales over the hotly contested run up to Christmas, Spark Foundry and Jack Daniel’s hacked the standard approach to media planning and buying across TV, social and commerce. We saw massive uplifts in consideration and sales YoY as a result of Jack Hacks.