The Netherlands is a very competitive and developed market regarding branded content. Public media owners are forbidden to create and or distribute branded content. Commercial networks for TV and Online media platforms are able to create a wide range of branded content solutions.

Jack Daniels has been part of music history since 1866. So it’s no surprise that musical legend Frank Sinatra was used as the hero for their global ‘Legends’ campaign.

Sinatra starred in a nostalgic TVC, but unfortunately Jack Daniels Netherlands needed to connect with Millenials and Ol’ Blue Eyes isn’t the most appealing person for this target audience.

Besides connecting with a Younger target audience, JD wanted to deepen their relationships with bars, clubs and venues in order to drive sales up.

So for the Dutch market we created a content format that went beyond product placement and put Jack Daniels at the forefront of music history in the making: Future Legends.

A content format that enabled the target audience to enter the lives of the most talented upcoming bands in the Netherlands. And be the first to connect with these bands and share unique branded content with their friends.

This enabled JD to engage with the local target audience at places where they live and breathe new musical experiences: online, and at events, Festivals, in bars or clubs.

We built upon the authentic relationship between Jack Daniels and rock music through a series of documentaries about the bands: the Future Legends.

But we didn’t just make unique documentaries. Jack Daniels promoted the bands at their preferred bar, club or concert hall and made them part of the line-up.

All content was distributed through Noisey and the VICE network, social media and syndicated via Discovery Channel. The bands also activated their fan base through their social channels. Besides traditional media the content was shown at Festivals where a special Future Legends stage was created.

Besides significant increase in sales (+19%), the content format delivered on brand perception – brand state- ment: Jack Daniels is a brand for young adults (+23%). The content format delivered over 900K views (Youtube, Noisey and pre-roll) and over 10 million contacts with the target audience.

That’s why next year Future Legends will continue as Jack Daniels’ most important asset in reaching young people. So it will continue to be what it has been since 1866: the most relevant and authentic brand in music history.

For the Dutch market Jack Daniel's created an online branded content format that went beyond product placement and put Jack Daniels at the forefront of music history in the making: Future Legends.

A content format that enabled the target audience to enter the lives of the most talented upcoming bands in the Netherlands. And be the first to connect with these bands and share unique branded content with their friends.

We built upon the authentic relationship between Jack Daniels and rock music through a series of documentaries (5) about the bands: the Future Legends.

Jack Daniel's supports Future Legends and the Future Legends supported Jack Daniel's.....