Jack Daniel’s whiskey was a brand in trouble with both volume and value sales falling significantly, as penetration and consideration plummeted among its core 18-34 audience. Communications teams were tasked with reversing sales declines and helping the brand reconnect with the younger consumer by driving consideration growth for the first time in a decade. A strategy was agreed to increase marketing investment significantly, focus on optimising media, and make the brand more relevant to younger consumers with messaging based around the idea, Make It Count. It is estimated that these activities generated sales of an additional 3.4m bottles.