Now in its 15th year, the Jack Daniel’s birthday campaign includes a raft of on-trade activity spanning parties, promotions and prize giveaways.
Bacardi Brown-Forman Brands, the firm behind the Tennessee whiskey, is distributing point of sale materials, including bar runners, posters and optic displays.
As part of the campaign, consumers will be offered promotional lanyards with each purchase of Jack Daniel’s. These passes will direct customers to register online for the chance to win one of thousands of prizes, including a trip for two to the Jack Daniel distillery in Lynchburg, Tennessee.
A number of outlets across the UK will also play host to Jack Daniel’s ‘VIP parties’, birthday gigs and sampling activity. Marketing activity for the campaign includes outdoor and digital advertising and social media activity.
Crispin Stephens, trade marketing manager for Jack Daniel’s, said the campaign “has become hugely compelling to both the trade and consumers”.
“Ensuring that the iconic revelries continue to remain relevant and appealing to the brand’s target market, the on-trade promotions are now linked to a digital promotion which offers consumers money can’t buy prizes whilst the VIP parties provide new experiences which 18-24’s continually look to seek out,” said Stephens.
“Both activities in combination with the ATL advertising, PR and social media campaign will ultimately help drive footfall and sales ahead of the Christmas trading period for publicans and bar owners.
“We therefore recommend that licensees get stocked up ready for the birthday celebrations.”