Raising Hell, Raising Spirits

The Challenge.

Jack Daniel’s Tennessee Apple was looking to launch the brand’s new line of flavored whiskey in a culturally relevant way and garner earned media impressions and buzz amongst Brown-Forman’s sales network. FlyteVu was challenged with driving purchase intent and gaining share of the apple whiskey flavor segment among consumers with this product launch.

What We Did.

Jack Daniel’s wanted to throw a one-of-a-kind event to launch the newest member of their family, Jack Apple, in a big way. FlyteVu worked with Jack Daniel’s to bring to life a bold and eccentric event in Hollywood, CA and secure the perfect event host. Due to the agency’s expertise and industry knowledge, FlyteVu knew GRAMMY-nominated artist Kesha was releasing a new single titled “Raising Hell” around the same time of the launch. Not only did Kesha have a new and exciting song that aligned with Jack Apple’s launch timing, but she also had a long-standing connection and known love for the brand since the release of her first hit single “TiK ToK”. FlyteVu partnered Jack Apple with Kesha and created the “Raising Hell, Raising Spirits” event at the famed Houdini Estate. The event was a bold, eccentric, and psychedelic evening where guests were greeted by stilt-walkers and Jack Daniel’s cocktails, including the Jack Apple Spritz, Jack Apple Mule, and Jack Apple Fizz, at the mad scientist themed bar. The invite-only event had over 500 attendees exclusive to press and media, VIPs, and some of Kesha’s biggest fans. Kesha personally welcomed attendees with a Jack Daniel’s Tennessee Apple cocktail cheers and premiered some of her brand-new music with attendees on the dance floor.