From Salons to Sips: Next Paired Self-Expression with a Splash of Country Cocktails
Honoring women veterans with style, spirit, and something to sip.
To help Jack Daniel’s Country Cocktails tell a deeper brand story and connect with a new target audience, Next tapped into a fresh take on personal style and self-expression.
Aiming to reach African American women in Los Angeles, we launched the “Refresh Your Flavor” experiential marketing campaign—an invitation to embrace new beginnings, just in time for the new year. The idea: flavor isn’t just about what you drink, it’s about how you show up in the world.
Through a partnership with Makeovers That Matter, we hosted three intimate events celebrating Valentine’s Day and Black History Month. At the heart of the activation: 20 African American women veterans received personalized makeovers in LA-based salons—complete with pampering, professional styling, and an uplifting toast with Jack Daniel’s Country Cocktails.
It wasn’t just about product sampling for this alcoholic beverage brand. It was a moment of celebration, gratitude, and personal empowerment—true to the bold, spirited energy that defines Jack Daniel’s.
