Jack Daniel’s 'Hacks' Delivery Lockers for Exclusive Wesley Joseph T-shirt Drop

Whiskey brand Jack Daniel’s is teaming up with artist Wesley Joseph for a new campaign, ‘Jack the locker’, which sees it change the design of its iconic label T-shirt for the first time ever, using Joseph's own personal interpretation. As part of its ongoing ‘Make your own label’ push, Jack Daniel’s is inviting drinkers to reject societal labels, create their own, and live boldly.

The activation, which involves the brand “hacking” parcel delivery lockers to give a limited number of fans the chance to get one of the exclusive tees, was developed in partnership with global creative network Iris Worldwide.

Working with Iris, Jack Daniel’s is leveraging one of its most iconic brand assets, the Jack Daniel's label T-shirt, to give the next generation of JD drinkers a way to ‘Make it Count’ by making their own label, using theirs. The campaign aims to create buzz and engagement on social channels, boosting relevance and brand perceptions as a result.

To achieve all of this, Iris set out to identify an influencer with an engaged fanbase within their niche, based on the idea that subcultures hold more power over adult gen z than the mainstream.

The agency identified Wesley Joseph, a British songwriter, producer and filmmaker based in London, as the talent partner for the campaign. Joseph has brought the Jack Daniel’s ‘Make it Count’ proposition to life by making his own label with his own concept ‘Natural Daydream’, in the form of a special limited-edition Jack Daniel’s T-shirt.

Inspired by drop culture, Jack Daniel’s has 'hacked' delivery lockers around the UK to give people the chance to get one of the 200 limited-edition tees.

From today, the brand will reveal a number of codes via Instagram. To win one of the limited run of T-shirts, people who enter and receive one of the codes are invited to rush to the lockers, found in London, with the first one to get there and enter the code winning one of the tees. There are also more chances to win in cities around the UK through Instagram.

To drive engagement around the activation, Jack Daniel’s is launching a series of social executions featuring Joseph, including teaser content of the artist talking through his design process.

The film content was directed by multi-award-winning director and writer Chris Chuky through Eleanor Films, the first and only Black and woman-owned production company in the US and UK.

Eduardo Toledo, head of Jack Daniel’s – UK, Brown Forman UK, said, “This campaign is part of our ongoing efforts to grow relevance amongst the next generation of Jack Daniel’s drinkers. With his amazing creativity and highly engaged fanbase, Wesley Joseph is the perfect talent partner for the activation, and it’s been great to collaborate with him to Make it Count in this first edition of ‘Make your own label’.”

Charlotte Coombes, group account director, Iris, added, “Our recent Participation Brand Index research shows that 58% of under-45s believe ‘my choice of drink says something about me as a person’. The drinks people buy are deeply conditioned by their sense of identity and are used to signal the community they want to signify that they belong to, which is why with this campaign, we’re tapping into a niche subculture to drive consideration amongst Jack Daniel’s audience.” 

Jan Pruijser, associate creative director, Iris, concluded, “Creativity is all about hacking what’s out there and giving it a new twist or meaning, and with this project we’re literally hacking an existing platform to give away some fresh T-shirts in a way that’s never been done before.”

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