Tradeway Crafts an Immersive Experience for the Jack Daniel’s & Coca-Cola #BornReady Event!

3-4 minutes read

Two weeks ago Tradeway had the opportunity to create an exceptional experience for The Coca–Cola Company with the launch of Jack Daniel’s and Coca-Cola Alcoholic Ready-To-Drink (ARTD) spirit cooler in South Africa.

In order to stand out in today’s competitive market, brands need to create memorable experiences for their customers. This is particularly crucial when launching new products. Experiential marketing allows brands to forge deeper connections with their audience by engaging them in unique, interactive ways. This approach not only boosts brand loyalty but also generates buzz and word-of-mouth promotion.

For the Jack Daniel’s & Coca-Cola #BornReady event, we at Tradeway, together with our partners, created an immersive environment that allowed attendees to experience the new product in a memorable and impactful manner, reinforcing the brand’s message and ensuring a lasting impression.

About the event

On the 13th of July the Jack Daniel’s and Coca-Cola Alcoholic Ready-To-Drink (ARTD) spirit cooler launch was a monumental occasion, celebrated under the banner of #BornReady. This product, which combines Jack Daniel’s Tennessee Whiskey with Coca-Cola, offers a new and exciting way for adult consumers to enjoy the iconic taste of this classic bar cocktail in a convenient, ready-to-drink format. Available in both original and Coca-Cola Zero Sugar versions, the launch catered to diverse consumer preferences. Following its successful introduction in over 25 markets globally, including the United States, Mexico, and Japan, the Jack Daniel’s and Coca-Cola ARTD spirit cooler was now making its debut in South Africa.

Natasha Chetty, Emerging Categories Senior Director at The Coca-Cola Company Africa, added, “This new offering represents our commitment to bringing exceptional taste experiences to consumers in a convenient ready-to-drink format.”

Peter Orfanidis, Area Manager – Southern Africa, Brown-Forman, expressed his excitement: “We are delighted to bring the Jack Daniel’s and Coca-Cola ARTD to the South African market, providing consumers with a new and exciting way to enjoy the timeless combination of our two iconic brands.”

We as a team at Tradeway needed to understand how to go beyond just event execution; it was about crafting a seamless consumer journey that epitomized the #BornReady ethos. From the moment attendees arrived, they were immersed in an experience designed to engage and excite at every turn.

Some of the highlights of the evening:

The Touchpoints: More than 13 fully immersive activation elements for consumers to engage with the brand. A 50-60m long LED screen brought the world of #JackAndCoke to life, offering ample opportunities for epic selfies and interactive engagement. Consumers could move throughout the space that evening, and be met by these multiple touchpoints, enabling them to live and breathe the brand first hand.

The Reception: Guests were immediately thrust into an immersive catwalk, inviting them to show off their #BornReady fashion and style.

The Entrance: After setting the stage, guests received unique codes to redeem their first sample of the exclusive Jack Daniel’s and Coca-Cola product, kicking off their journey into the event.

The Activation: The highlight of the evening was a performance by iconic DJs PH an Kyotic, embodying the fusion of the two legendary brands.

Weren’t able to enjoy the Coca-Cola x Jack Daniel’s experience? Click to watch the video above to get front row seats on this immersive experience and see how we at Tradeway brought the brand to life.

We as a team wanted to ensure that attendees were engaged at every step, leaving them with a complete and unforgettable brand experience. Our team worked tirelessly to meticulous plan and execute our capabilities in creating immersive, memorable experiences that we know would resonate with Coca-Cola’s consumers.

“It truly is an honour and a privilege to work with the talented and passionate team at The Coca-Cola Company,” said Andreas Smit, CEO, Western Cape Division and Group Business Unit Director at Tradeway. “The success of this event is a testament to the hard work, dedication and synergy of both our partners’ team and ours. We are incredibly proud to have been a part of this ground-breaking launch. Well done team! And here’s to many more successful activations with The Coca-Cola Company!”