Jack Daniel's wanted to promote their "tell not sell" campaign and build on their association with new music talent at targeted universities. Over the past 5 years the campaign has evolved on campus from whisky tastings and education of the product, to competitions and supporting musical acts, all while keeping to the distinct style that is Jack Daniel's branding.

To promote Jack Daniel's "tell not sell" campaign, and build on their association with new music talent at targeted universities. Promote their JD Set Unsigned competition.

To recruit and manage 20 Student Brand Managers to carry out trade support at local shops, PR within student press, market research, scouting of local student bands for the JD Set Unsigned competition, organize JD Set Unsigned Battle of the Bands competitions, organise branded pool competitions for students.

In its fifth year running, the campaign was a success with 20 Battle of the Bands competitions, 20 Music Association events (sponsoring headline band gigs e.g. The Maccabees), 40 pool competitions, over 300 entries for JD Set Unsigned competition, and consistent increase of sales year after year. 60 pieces of PR obtained (£24k value), 40 stores participating in "gift with purchase" promotion, 1,310 redemptions.

A continued success, the Jack Daniel's campaign achieves increase in sales and affinity with students without a hard sell approach. Allowing the students come to them, while maintaining a position within their environment has proven a winner every year. Growing from a product and brand that was trying to find it's way within the student market, the Jack Daniel's events have now become a fixture on the university calendar.