Jack Daniel's Tennessee Fire Presents Drag Queen Summer Glamp

Campaign Summary

Jack Daniel's recruited the help of the drag community to create a reality series celebrating Pride outdoors.

Objectives

Jack Daniel's objective was to create a bold and unconventional Pride campaign and align the brand's 146-year-old values and traditions with the modern LGBTQ+ experience.

Target Audience

Jack Daniel's target audience for the campaign was LGBTQ+ millennials and community allies between 21 and 35 years old.

Key Insights

Pride Returns to the Great Outdoors

Following a year that saw the cancellation of in-person Pride events due to lockdowns, Jack Daniel's knew that 2021 needed to bring Pride back to the great outdoors in a big and bold way. To do so, the brand created an outdoor reality series that celebrated Pride.

"Glamping" is Trending in the LGBTQ+ Community

During COVID-19, "glamping" (aka "glamorous camping") became a popular vacation alternative for many in the LGBTQ+ community. Instead of filming the series at some nondescript park, Jack Daniel's hosted its big city drag queens glamp at the legendary Jack Daniel's Distillery in Lynchburg, Tenn. In addition to experiencing the brand first-hand, Jack Daniel's was tasked with planning the 146-year-old facility's first-ever Pride celebration. The brand also arranged a series of "Glamp Getaway" sweepstakes in key LGBTQ+ markets.

Jack Daniel's and Drag Queens Actually Have a Lot in Common

Jack Daniel's has been a brand for 146 years, and during the entire time its key values have been authenticity, independence, and good times. These aligned perfectly with modern drag culture and Pride. For the campaign narrative, the brand leaned into the brand's penchant for unexpected combinations (e.g., Jack and Coke) and positioned "Jack and drag" as the latest example of the whiskey maker's adventurous and maverick spirit.

LGBTQ+ Owned Small Business Need Support

With LGBTQ+-owned businesses dropping 60 percent during the pandemic, Jack Daniel's demonstrated its support by creating hyper-localized campaigns in the top LGBTQ+ markets of San Francisco, Los Angeles, New York, Miami, Chicago, and Dallas. The company teamed up with local celebrity drag queens to produce custom content tailored for each city and arranged in-person appearances at various LGBTQ+ owned bars and restaurants to help drive patronage during Pride.

Results

  • Over 75 million social media impressions
  • Over 100 million earned media impressions
  • Sales increased by 7.4 percent for Jack Daniel's Tennessee Fire

GLAAD, the country's leading LGBTQ+ media advocacy organization, praised "Drag Queen Summer Glamp" stating that it was "built with the community and for the community." Additionally, the series was featured as one of GLAAD's "Best Campaigns of Pride 2021."

Submit your work to win a 2022 ANA Multicultural Excellence Award here.

Source

"Jack Daniel's Tennessee Fire Presents Drag Queen Summer Glamp." 2021 ANA Multicultural Excellence Award Category Winner, Experiential Marketing. Brand: Brown-Forman. Lead Agency: IW Group.

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