BROWN-FORMAN

Head Scratcher:

• For Brown-Forman, one of the largest American-owned beverage alcohol companies, we were tasked with delivering creative PR campaigns and press office services across eight brands in their portfolio. Including the Jack Daniels family of brands, Woodford Reserve, Slane Irish Whiskey, Chambord, Herradura, el Jimador Tequilla and Fords Gin. The range of brands vary in size, awareness and target audience – so our activity needed a bespoke approach that ensured all brands had equal attention and coverage opportunities

Solution: 

A multifaceted approach including influencer campaigns, seeding programmes, creative NPD launches, events and media relations. For example, we raised awareness of Jack Daniels sponsorship of the BAFTAS through innovative media gifting packs, we encouraged fun-lovin’ 20 somethings to choose Chambord all year round by taking over Mayfair’s Duck & Dry Nail bar to introduce media and influencers to new summer serves and we highjacked St Patrick’s Day for Slane - partnering with TV mixologist Pritesh Mody, to inspire festive cocktail creations takeover Sunday Brunch’s spring cocktails segment.

Results 

386 Pieces of traditional PR coverage

89 Social posts (from the 45 influencer/journalists that have posted)

658m Total PR reach 

2.86m Total social reach

45 Influencers/journalists posted press office/campaign content

99% of press office coverage included direct link to buy