Situation: Jack Daniel’s Tennessee Apple launched in Bulgaria in early 2023 with communication limited only to social media posts. The general attitude towards flavoured whiskey in Bulgaria is sceptical, and Tennessee Apple was not popular.

The Brief: Organise a trial of the new Jack Daniel’s that will showcase its fresh nature and attract the younger, outgoing crowd.

Objectives: Reach as many people as possible in a short period of working time (12 days) and popularise Tennessee Apple.

"Klek Shot" swiftly became a popular pit-stop for the younger crowd during their nights out. Its convenient location — situated in the middle of several prominent clubs — ensured that people took notice during their nightly strolls. The social media communication regarding "Klek Shot" resulted in more than 1,500,000 impressions for Sofia (population roughly around 2,000,000 people). Over 1500 people participated in the trial, leading to an 80% increase in the sales of Tennessee Apple compared to the previous period — exceeding the expectations for a flavoured whisky in Bulgaria.