Jack Honey & Saweetie Host Icy Szn

Jack Daniel’s & Saweetie kicked-off ICY Season transporting guests into a fully immersive winter wonderland in the heart of West Hollywood.

  • Event Activations
  • Publicity
  • Strategy
  • Talent Procurement

The Challenge

Create a one-of-a-kind event to announce the Jack Daniel’s  partnership with Saweetie while building brand awareness and growing new user acquisition in the hip hop community.

What We Did

To officially kick-off ICY Season,  FlyteVu produced Saweetie and Jack Daniel’s first in-person event together since starting their partnership in 2020. Guests were transported into a fully immersive winter wonderland in the heart of West Hollywood just in time for the holiday season.

The two-time Grammy-nominated artist descended from a magical snowflake into the event to greet her guests. Saweetie then debuted three new Jack Daniel’s Tennessee Honey signature cocktails that flowed from the Icy Bars including Expensive Taste, The Icy Mule, and Jack’s Spiked Tea. Guests were entertained with an exclusive dance performance from the ICY Girls and music from DJ Dre Sinatra. FlyteVu incorporated Jack Daniel’s Tennessee Honey branding organically throughout the event with a featured photo booth, Jack Honeycomb body-painted girls, icicle and snowflake-filled tunnel entrance, and a cozy Jack Daniel’s fireplace.

FlyteVu also coordinated a 30-minute fireside chat with Saweetie moderated by well-known journalist, Gerrick Kennedy to speak to her Jack Daniel’s partnership, new music, ICY Season, and Grammy-nominations.

Press in attendance included Billboard, PEOPLE, HipHop DX, Rap Up, and more. Saweetie answered pre-submitted questions from press during the fireside chat while drinking the new signature ICY Mule cocktail. Press got an up-close and personal conversation with Saweetie before the ICY Season x Jack Daniel’s Honey event opened to the invitees.

FlyteVu secured an exclusive interview with PEOPLE.com to discuss the partnership and also secured a holiday gift guide for Page Six/NY Post. Overall press around this event resulted in more than 105,084,192 Unique Monthly Visitors.

The Results

400 attendees

+105,084,192 Unique Monthly Visitors

Extremely positive audience sentiment within the brand’s target demographic

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Related Work.

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  • Branded Content
  • Digital
  • Publicity
  • Strategy
  • Talent Procurement

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