New product launch · Brazil · Aug–Oct 2020

+5,000% search lift at launch.

Jack Daniel's Tennessee Apple introduced into a Brazilian market with no apple-whiskey resonance. Built the cultural permission and the demand at the same time.

LaunchBrazilNew product
98.7M FB/IG + YouTube impressions ↑ 97% over plan
BLENDED CPM
$0.59
76% under benchmark
YOUTUBE VTR
51%
vs. 40% benchmark
ENGAGEMENT RATE
43%
2x B-F Brazil average
POSITIVE SENTIMENT
+99%
of consumer comments
PERFORMANCE
JD Apple Brazil — vs. category benchmarks
Reach + meaningful distinction, in numbers.

How we built the launch wave

  1. Two-phase launch (74-day teaser + launch) targeted São Paulo, Campinas, and Ribeirão Preto metros.
  2. Channel mix: FB/IG for visual storytelling, YouTube TrueView via APEX guaranteed inventory for premium reach.
  3. Audience layered premium-spirits affinity, gin/flavored-spirits crossover, and lifestyle/nightlife signals.
  4. Creative pre-cleared for Brazilian regulatory + Google Limited Approval. Recovered net media credit on under-delivery.

What the launch produced

  1. Search popularity for 'Jack Apple' in Brazil increased +5,000% at launch — category-defining demand signal.
  2. 98.7M FB/IG + YouTube impressions delivered, 97% over plan, on $58K spend at $0.59 blended CPM.
  3. YouTube view-through rate of 51% (vs. 40% benchmark); engagement rate 2x B-F Brazil average.
  4. +99% positive consumer sentiment — many cited the product as their entry point to whiskey.