Jack Daniel’s picks Iris to inspire ‘gigless generation’


Jack Daniel’s has appointed Iris, the global creative network, as its new digital agency in the UK to continue evolving its existing brand campaign ‘Make It Count’.

Iris will be responsible for expanding the reach of this brand platform across participation-led digital, social and experiential activations.

Jack Daniel’s ‘Make It count’

Launched globally in 2020, ‘Make It Count’ delivers the message that people’s lives change when they choose to live boldly and with purpose every day, and this message has been delivered across Through the Line communications.

Following a competitive pitch between three other agencies, Iris has been appointed to a three-year contract to continue driving the campaign forwards, further inspiring consumers to participate and interact with the brand.

Iris will focus on ensuring this platform resonates with the next generation of adult spirit drinkers: the ‘gig-less generation’ who have undergone behaviour changes due to the pandemic and the ongoing cost of living crisis, and are finding it increasingly challenging to act spontaneously.

Delivered through a series of music-led activations, social community management and ongoing digital strategy, Iris will reset, reappraise, and re-establish the role that Jack Daniel’s plays in their lives.

The intermediary was Tuffon Hall Consultancy led by Angus Crowther.

Caroline Lesur, Head of Marketing – Jack Daniel’s Family of Brands, said: “It’s great to be collaborating with an agency that brought undeniable energy to the table throughout the pitch process.

“From the get-go, Iris surfaced a number of compelling consumer truths and strategic provocations, challenging both us and them to push the work into a new direction centred around participation branding.

The team focused wholeheartedly on our business challenge, rooted in consumer and cultural insight, to breathe new life into our ‘Make It Count’ platform in a distinctive and culturally valuable way.

“We can’t wait for our audience to experience what we have in store for them.”

Ian Bradbury, Chief Client Officer of Iris, said: “Amid the cost-of-living crisis, it is more important than ever for brands to adopt alternative strategies to avoid adding to the digital landfill and instead; ‘Make It Count’.

“It’s great to partner with one of the most iconic spirit brands in the world, and we look forward to working together to amplify Jack Daniel’s as a supporter of the music scene and therefore a key part of nightlife in UK culture for the gig-less generation.”