J&B, an iconic brand with a long history in Spain and popular among Generation X during the 1990s and 2000s and after two decades of lack of advertising, went from being the most well-known brand to the most irrelevant.

Our repositioning around inclusive celebration, along with two successful campaigns, allowed us to take part in public conversation and reclaim our role in culture.

After the journey started, our main challenge in 2023 was to keep building consistently the positioning of J&B with a notable campaign. Additionally:

1. Bringing J&B closer to young Spaniards

2. Increasing differentiation within the category.

3. Halting the decline in sales that J&B had experienced in recent years.

Also, J&B faced the obstacle of having a media investment budget four times smaller than our main competitor (Ballantine's). Therefore, we needed a campaign that could travel on its own through organic impact and resonance.

“My Big Night Out” was born to break a taboo that had not been addressed to date. "My Big Night Out" lies under the idea that everyone has the right to enjoy the night. Moreover, when we are all together, the night is gigantic.

We launched a commercial that confronted the issue head-on: "How many people with disabilities do you see when you go out partying?" Through the ultimate anthem of all parties: “Mi Gran Noche” and with the help of several people with disabilities, we reinterpreted this song to inspire society to recognize, empathize, and pave the way for positive change.

Our commitment goes beyond raising awareness. We leveraged our influence in the hospitality sector and launched a training program to the nightclub’s staff on how to interact with people with disabilities and their special needs. With the collaboration of ONCE, the leading entity in diversity in Spain.

If there are 4.3 million people with disabilities in Spain, why don't we see them when we go out partying?

Following this discovery, we conducted our own study to understand the barriers that were limiting and excluding people with disabilities from nightlife. From this study, we found out that the percentage of people with disabilities who feel uncomfortable when going out partying is double that of people without disabilities.

But it seems that no one has stopped to think about this, or it's not a conversation that is open in society. Furthermore, when disability + alcohol is discussed, controversy arises "since we quickly associate disability with health," says an activist. That's why we decided to be the first alcohol brand to raise awareness and initiate a social conversation about the social barriers that make young people with disabilities feel uncomfortable when partying.

The objective we had in using the song "Mi gran noche" / “My big night out” by Raphael was to reframe an anthem of Spanish nightlife that has been in clubs and even weddings for decades. On one hand, we wanted to encourage people with disabilities to have fun with friends and loved ones; and on the other hand, to open a social conversation about the reality of the community with the intention of driving positive change. And what better way than to use lyrics that speak of the anticipation and hopes we have before going out to party.

The campaign turned around the market share +7% from -0,8% R12 to +0,5% R1 (last twelve months to last month), while other standard brands continue to decline: Ballantine’s (-0,3%), DYC (-0,4%), Dewars (-1,0%), Cutty Sark (-0,4%).

Over 20 media groups committed to the initiative by offering spaces on their channels. Thus, our initial budget of €30,000 turned into €610,000 in terms of added value, with +30 million impressions and +12 million unique impacts.

"Mi Gran Noche" manages to appeal to a young audience aged 18-25 years old (58.8% vs. 45% benchmark).

The initiative succeeds in shifting the brand image within the target audience; for 59% (vs. 49% benchmark), the campaign helps improve their perception of J&B, while 75% and 73.7% consider the campaign to be original allowing us to develop a distinctive message unique to the category.