Trade urged to get behind brand’s ‘birthday’ activity next month
INSTANT-win competitions, online activity and advertising will form part of a month-long celebration of Jack Daniel’s in September.
To mark ‘Mr Jack’s birthday’, Bacardi Brown-Forman Brands (BBFB) will distribute three types of promotional kit, which include instant-win competitions with prizes such as T-shirts and key rings, to on-trade outlets.
Larger kits will be available to bars planning to celebrate the birthday throughout the month of September, while smaller kits will be distributed to outlets planning a single event.
A third kit will feature a range of visibility items for operators to decorate venues with, including birthday-themed POS, bunting, balloons, tent-cards and posters; the kits will also include items which can be used all year-round to promote Jack Daniel’s Old No 7 and Tennessee Honey variants, such as bar runners, optic signs and bar staff t-shirts.
Licensees can obtain point of sale materials from BBFB’s on-trade website, Pourfection, which will also have promotional artwork that operators can download.
Crispin Stephens, trade marketing manager for Jack Daniel’s, said Jack Daniel’s birthday is the biggest sales driver for the brand outside of Christmas.
“Ensuring that the celebrations remain relevant in 2013, we have created a platform that enables new and existing fans of the brand to get involved,” he said. “Therefore we strongly recommend that bartenders and licensees activate the promotions in outlet to take advantage of the sales and profit opportunities. So stock up now and encourage consumers to raise a glass to Mr Jack!”
Image – Many happy returns: the ‘birthday’ activity is said to be one of the brand’s biggest sales drivers.