Situation
Jack Daniels Tennessee Whiskey teamed up with The Marconi Shop (at the time known as Marconi Marketing) to create a program to drive trial and sales with both acculturated and un-acculturated Hispanics. Through diligent research, Jack Daniels identified that music was a strong interest amongst both target audiences. The Marconi Shop was tasked with identifying a music artist or artists that would resonate well with their consumers and create a fully integrated campaign. The campaign was scheduled to run for one year in the Los Angeles market.
Solution
Teaming up with Latin music icons Vicente Fernandez and Alejandro Fernandez, The Marconi Shop dreamed, developed, and executed an integrated 360° campaign to effectively reach both targets with the "Lazos Invincibles" concert tour.
Results
The initial campaign included five local concerts. Following positive metrics, the campaign expanded nationally and ran for four additional years, with 16 to 20 concerts per year. The Marconi Shop increased sales in participating markets, strengthened retailer and on premise relations, and leveraged the Jack Daniels media presence.
