Our campaign was a Valentine’s Day promo that ran for the week before Valentine’s Day with the activation on Valentine’s Day itself.

We gave consumers the opportunity to have their own personalised bottle of J&B.

Consumers had to tell us what makes their love Rare with the chance to win a custom-made bottle of J&B RARE delivered to their loved one on Valentine’s Day.

Then, on February 14th itself, we brought the idea to life for shoppers at one of South Africa’s largest bottles stores, allowing them to purchase the perfect Valentine’s gift – a personalised bottles of J&B Rare. This was a massive activation that led to a sales increase of 281% on the day.

Justerini & Brooks, legendary partners that created an iconic whisky.

A truly rare blend. So on Valentine’s Day, we decided to celebrate another

Equally rare union: True love.

Using our iconic label, we created limited edition, one-of-a-kind bottles.

Bottles personalised to celebrate the rare true love between partners.

We created one-of-a-kind bottles of J&B Rare by personalizing each and every label for couples on Valentine’s Day. We asked consumers through press and social media to visit our Facebook page and tell us what makes their love RARE.

Everyone that posted received a personalised cover photo with the best stories winning a custom-made bottle of J&B RARE delivered to their loved one on Valentine’s Day.

Then, on February 14th itself, we brought the idea to life for shoppers at one of South Africa’s largest bottles stores, allowing them to purchase the perfect Valentine’s gift – a personalised bottles of J&B Rare.

Thousands of people sent us their rare love stories. Over 400 cover photos were sent out and we got the attention of some pretty important couples.

Sales increased by 281% in the selected retail outlets where the activation took place, showing that only J&B could make this Valentine’s Day different by celebrating how rare true love really is.