Jack Daniel’s Motel No. 7

(aka House no. 7)

Revitalizing a Heritage Brand

Jack Daniel’s Old No. 7 is arguably the most iconic brand in the whiskey category – and is, without question, one of the world’s most recognizable brands.  But, brand awareness isn’t the same thing as brand relevance. The brand had become so commonplace that 21- 30-year-old consumers didn’t know or care about it. We created Motel No. 7 as an energizing wake-up call for the brand and an immersive introduction to the brand for newbies. 

Our goal was to highlight that Jack Daniel’s comes with the promise of unleashed, epic & unforgettable times.  Having a history of being associated with musicians, we created a motel-themed experience, consumers & trade got to experience a wildly intense rendition of a rockstar’s life on the road.  

The experience featured 20 motel rooms with surprise experiences; A motel pool, with complimentary bathing suits for guests, live weddings conducted by Andrew WK, surprise performances by Ja Rule & T-Pain and so much more. No two guests had the same experience.  

In all, we hosted over 30,000 lucky consumers across seven cities, having earned over 200 Million social impressions, resulting in earning the number one trending hashtag during the NYC debut, as well as a 40% increase in brand sentiment.  Markets included  NYC, LA, San Francisco, New Orleans, Chicago, Denver & Las Vegas.  

It was awesome. Check out the video.