Problem

To raise awareness and increase trail of Jack Daniel’s Barbecue Sauces amongst males aged 30-49. This had to be a print execution with the goal of capitalising on the already well established Jack Daniel’s brand to promote their line of sauces. It had to be authentic, bold and needed attitude.

The Idea

Just as Jack Daniel's weren't going to put their well established name on just any sauce, you wouldn't just put any run-of-the-mill sauce on your perfectly cooked barbecue roast.