Campaign celebrates the unusual
The spirit’s Christmas campaign, Untraditional Traditions, is inspired by the American whiskey’s hometown, Lynchburg, where a 26ft Christmas tree is built annually using Jack Daniel’s barrels.
The activity sees consumers being invited to share and celebrate their own unusual traditions – from original present-giving rituals to novel alternatives to the traditional Christmas dinner.
The campaign includes TV, poster, digital out of home advertising and social media activity.
The marketing campaign aims to persuade drinkers to visit the online hub, www.jackdaniels.com/traditions to upload their Christmas ‘Untraditional Traditions’ which are then shared on the brand’s social media channels on Facebook, Twitter and Instagram.
Jack Daniel’s has also returned to TV screens with its renowned ‘Barrel Tree’ advert, showcasing the brand’s own ‘Untraditional Tradition’.
Launched last month, the 30-second campaign features the people of Lynchburg, gathering together to build the unique 26-foot barrel tree.
The final frame of the ad also highlights the Jack Daniel’s portfolio, including Jack Daniel’s Old No.7, Gentleman Jack, Jack Daniel’s Single Barrel and Jack Daniel’s Tennessee Honey.
Crispin Stephens, marketing manager for American Whiskey at Bacardi Brown-Forman Brands, the firm behind Jack Daniel’s in the UK, said: “There is always a natural uplift in sales during the festive season with an estimated 80% of consumers looking to increase their spend.
“In fact, over 40% of our sales take place during the autumn/winter period.
“Christmas is a time of year when many brands strive for cut through, so we have created a campaign that not only raises awareness of Jack Daniel’s at this key trading time but engages with our target consumers.
“We’d therefore strongly advise licensees and retailers to stock up on the Jack family of brands to drive sales on the lead up to Christmas and New Year.”
