JACK DANIEL'S NO.7 SOUNDS
Context
Jack Daniel’s is on a mission to reclaim its place at the heart of the UK pub scene by encouraging people to rethink how the whiskey can be drunk beyond the familiar Jack and Cola. And because Jack shows up in every kind of venue imaginable, the answer had to flex.
Strategy
We quickly landed on cocktails as the ideal vehicle for Jack's versatility. With cocktails comes a certain permission, the looseness, the fun, the willingness to try something new, and the idea needed to lean into that.
Solution
Turning up the volume on Jack Daniel’s long-standing love of music, No.7 Sounds takes the brand’s most iconic symbol, the number seven, and gives it a fresh spin. Literally.
At its core is a seven-section wheel, with each slice representing a Jack Daniel’s cocktail inspired by a different music genre. From country to R&B, every serve gives drinkers a new way to experience Old No.7, showing that Jack isn’t just for Cola, it’s for every kind of night.
We brought each cocktail to life as a bold, illustrated character that captures the energy of both the drink and its genre – from a banjo-playing cowgirl with attitude to a slick Jazz singer oozing charm. The stretched proportions and vibrant detailing make the characters instantly eye-catching, playful and completely ownable by Jack Daniel’s. The wheel is impossible to miss and effortless to play, making it easier than ever for customers to reconnect with Jack.
