The world is slowly opening up again and with those first signs of sunshine comes the opportunity to connect with experience-deprived consumers.

Spark Foundry and Jack Daniel’s Tennessee Apple is embracing this opportunity with a new scented out of home campaign.

The new campaign aims to drive awareness of Jack Daniel’s Tennessee Apple amongst its core target audience of 18-34-year-old gin, vodka and flavoured cider lovers.

The campaign will show Tennessee Apple as a great alternative to gin and tonic, best enjoyed over ice, mixed with a premium tonic and garnished with an apple wedge. Launching next week (12th July) the sites will be apple scented and will feature takeovers in London’s Leicester Square and Clapham Common, alongside other national activity.

The digital element, which includes paid social, will be tied to the notoriously difficult to predict British weather and will switch on  when temperatures hit 24 degrees outside.

Justyna Noga, Brand Manager at Brown-Forman, explained: “This campaign targets our audience during moments of refreshment, when they would usually think about making or ordering a G&T, showcasing Jack Apple as the right choice by celebrating summer, showing up at the right time in the right occasions and standing out.”