#MakeItCount

In an effort to reconnect with UK students and elevate Jack Daniel’s iconic status, we launched a year-long campaign to ‘Make It Count,’ transforming everyday moments into unforgettable milestones across six university cities. From freshers’ week to summer festivals, we positioned Jack Daniel’s as an essential part of student life.

To achieve this, we hosted the ‘Make It Count’ sound clashes—pre-sessions where student DJs showcased their talent, culminating in a grand finale headlined by Hardy Caprio in London. A partnership with Cirque du Soul further embedded Jack Daniel’s into the cultural fabric of university life, using live music and experiential events to engage Gen Z authentically.

Throughout the year, 30 Student Brand Ambassadors brought the campaign to life with house parties, summer BBQs, and festival essentials like JD bucket hats, ensuring the brand’s presence extended beyond term time. Cirque du Soul tours elevated Jack Daniel’s as the drink of choice at electrifying student events.

This multi-layered activation delivered over 10,000 samples, 6,600 physical engagements, and more than 360,000 impressions, proving that Jack Daniel’s isn’t just a whiskey—it’s a cultural icon for a generation living boldly.