Proof Over Promise, Exposure to Checkout
Double-digit growth in a declining market, proven dollar by dollar
Jack Daniel's
Services
Data & Analytics
The Challenge
In a declining RTD market (-4.3%), Jack Daniel’s needed growth and proof. Beyond visibility, media had to drive measurable sales, acquire new buyers, and demonstrate incremental revenue impact independent of pricing, distribution, or seasonality.
The Strategy
We closed the loop between ad exposure and the checkout.
The Solution
Leveraging Coles360 first-party data, we pinpointed known buyers and reached them precisely across BVOD, video, display, social, and custom audiences. Then we built a rigorous control vs. exposed framework so when sales moved, we could prove exactly why.
Results
+84% Dark RTD sales growth while the market declined
243% more likely to purchase than unexposed audiences
35% of buyers were new to the brand
1 Silver award in the Effectiveness category at Cairns Crocodiles Awards 2026
