K2 is responsible for the Jack Daniel’s brand in social media

K2 agency has taken over creative and strategic services as well as moderation of the main Jack Daniel’s brand channels in social media.

The agency is responsible for the comprehensive strategy and creative concept for the brand's communications on Facebook and its launch on Instagram, as part of a collaboration with Brown-Forman Polska established in June.
During the summer period, the communications are dedicated to mixology – the bartender's art of creating cocktails. It is also a pretext to show different faces of Jack – the more colourful, crazy ones, open to experimentation and liking to mix into a merry crowd.

– Every creation in social media emphasises the distinctive character of this iconic brand. Jack Daniel’s inspires people to do the things they want, as well as they can. It speaks to those who have the courage to follow their own path and, regardless of which direction the world is heading, do the things they believe in – comments Marta Krakowska-Sochacz, Account Director leading the account team.

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K2 agency is one of the most recognisable and most awarded advertising agencies in Poland. It creates communications that give brands a distinctive image and allow them to operate efficiently despite a dynamically changing reality.

Concepts from the article

Social Media — Social media. Platforms that allow users to create, publish, comment on and share content and build communities. For a brand, they are an organic, advertising, customer service and analytical channel.

Jack Daniel’s social media under the care of K2 agency

Jack Daniel's social media under the care of K2 agency

Why it matters: It combines reach, dialogue and sales in one place: the brand speaks, listens and responds where its audiences spend their time. It is also a customer service channel and the first front line in a crisis.

When it is used: Continuously: organic content, paid campaigns, handling enquiries, monitoring opinions and collaborations with creators.

What the risk of omitting it is: Absence from social media hands the narrative to others: the brand is talked about anyway — just without its own voice.

Summary

K2 agency has taken over creative and strategic services as well as moderation of Jack Daniel’s channels in social media. The collaboration with Brown-Forman Polska includes a comprehensive strategy on Facebook and the brand's debut on Instagram. The summer communications focus on mixology, showing the more colourful and experimental face of Jack. Marta Krakowska-Sochacz emphasises that the creations are meant to reflect the distinctive character of the brand and inspire people to act in line with their own beliefs. This is another example of moving iconic alcohol brands into the digital-first space, where authenticity and the ability to build a community around a lifestyle — not just the product itself — are what count.