The whiskey, part of Bacardi Brown-Forman brands, is launching a new integrated Christmas campaign, which will focus on the brand’s Tennessee heritage. It will include television, national cinema advertising, consumer press activity and outdoor.
There will also be a mailing sent to over 140,000 consumers who are ‘Friends of Jack’ with a complimentary 2010 desktop calendar. The outdoor advertising is on both London and Glasgow undergrounds, using the new ‘Gift’ Creative, as well as a national and regional radio campaign, which is set to reach 1.9 million key consumers. Limited edition gift packs will also be available in the off trade.
The TV advertising campaign will be on air now until the end of December. The narrative of the advert will emphasise the strapline ‘What the label doesn’t tell you, a sip will’. The campaign is set to target key consumers and keep the brand front of mind for those looking for Christmas gifting solutions.
Louise Snowball, Jack Daniel’s senior brand manager, says: “We believe the unique look and feel of our brand will give it standout in both our screen and print advertising and this combined with the other elements of the Christmas campaign will appeal to and excite adult audiences about Jack Daniel’s – a brand that is versatile enough to suit almost any drinking occasion.”