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Jack Daniel’s launches ‘Make It Count’ campaign to attract new customers

By Thomas Matiko February 19th, 2021 2 min read

Jack Daniel’s has changed its strategy in a bid to attract new Kenyan consumers, especially more young people, as the brand seeks to adapt to the new normal occasioned by the Covid-19 pandemic.

Through the Make It Count campaign, the brand seeks to promote enjoyment of life by lovers of the Tennessee Whiskey through sharing their experience.

“Since October 2020 after the Covid-19 pandemic, we realised that there is much more to life. We no longer wish to enjoy a Jack Daniel’s whiskey the old fashion way. We are going out for a new experience and this is why as a brand we have spiced up our recipes,” explained David Gitau, Jack Daniel’s East African Brand Ambassador at a tasting event in Nairobi.

Jack Daniel’s, through the Make It County campaign, seeks to attract new customers while maintaining the already existing ones, by introducing flavoured whiskey in the Kenyan market.

Mariana Abdul of Nite Out Kenya and Maryanne Mumbi of Women Who Whiskey at the tasting event. PHOTO | COURTESY

Gitau introduced Jack Daniel’s Tennessee Fire, which sharply hits the tongue with rich cinnamon notes followed by super smooth sweetness and offering hints of Vanilla as it goes down one’s throat.

The brand’s fanatics would probably describe the Tennessee Fire as an upgrade of the Tennessee Honey which is also enjoyable, sweet, smooth and ideal for cocktails.

“It’s been doing pretty well since its introduction in the Kenyan market and has enabled us to tap into new consumers. This is good as we aim to make it count by offering a variety of experiences,” he added.

All these flavoured variants are all improvements of Jack Daniel’s flagship brand Old Number 7, which forms their base during production.

But for the consumers who love to stick to the old experience, Gentleman Jack, which is charcoal-mellowed twice and Single Barrel Select, which has a smoky, oaky liquid feel, are good options.

The campaign which officially kickstarted in october showcases a new way of thinking for the 154 year old brand that celebrates the people who drink it and the lives they lead.

The new campaign, “Make it Count”, focuses on the impact on peoples’ lives when they decide to choose boldly, much like Mr. Jack did throughout his own life. In these current times, now more than ever people must embrace their inner call.