Jack Daniel’s is viewed by Gen Z as a “father’s drink.” With alcohol brands having restrictions on highly popular platforms like TikTok, how can we connect more with Gen Z in a way that shows up primarily on social?

Content that matches their interests and speaks their language.

The Ounce Maker Series hosted by Joey Bada$$

As the ultimate Ounce Maker, Joey will kick off this series by sharing his story of how he built his brand from the ground up. He will continue the series as our host for future episodes of Ounce Makers, interviewing other artists, fashion designers and athletes who express themselves authentically and stay true to their craft without giving in or conforming to the status quo.

We’ll partner with Fashion Influencer - Widsom Kaye

Best known for creating outfits based on obscure suggestions like fonts or feelings.

We’ll ask him to create an outfit inspired by D.W.A.O. - highlighting to his following the boldness and authenticity that Jack has.

In the pursuit of never wasting an ounce, one enemy stands taller than the rest - cancelled plans.

Let’s give Gen Z some plans that never get cancelled, with our weekly events in major U.S. cities, called “Don’t Waste Your Thursday.”

We’ll send invites each week through our broadcast channels on instagram to events like like pickleball, comedy shows, jazz clubs, and beach volleyball.

And because Mondays are the hardest day to live life to the fullest, we’ll kick off the week with ticket giveaways on our stories as well! 

To reach Gen Z in the real world, our host and musician Maggie Lindemann will interview them about artists and songs that make them want to live life to the fullest.

We’ll surprise certain interviewees by actually booking the artist they mention and giving them tickets to see these artists at our….

With photodump culture being so popular, we can create our own trend with our CapCut partnership to highlight how you DWAO every week.

We took Jack Daniel’s Old No. 7 and turned it into a “Weekly 7” of best moments!

Not only will influencers amplify this on their socials, but this will also allow us to get on TikTok organically with UGC.

Jack is now a part of every cool moment of Gen Z’s week.

With memes being a way Gen Z connects, we have created content meant to be shared to stories and friends. It is still the same vibe as Jack Daniel’s, but with a little expansion into the way our younger audience engages and communicates.

Art Director: Cooper Olson

Designer: Jovanny Castillo

Ounce Mak·er 

/ouns/ /ˈmākər/ 

(noun)

A person who makes opportunities instead of waiting for them.

A person who goes left when everybody goes right.

Bold as hell, just like Jack.

Synonym: Trailblazer

Used in a sentence:

“Joey Bada$$ carved his own path as an Ounce Maker, rejecting labels from major record companies.”