10 Dec 2014 --- Jack Daniel’s ‘Untraditional Traditions” Christmas campaign takes inspiration from the home of the Tennessee Whiskey, where each year a 26ft Christmas tree is built using Jack Daniel’s used barrels in its hometown of Lynchburg.
Inviting consumers to share and celebrate their own unusual traditions, this year’s integrated campaign embraces the story of the brand and includes TV, static and digital OOH advertising, digital and partnerships as well as social media.
This year’s festivities will see Jack Daniel’s, part of Bacardi Brown-Forman Brands, drive Jack Daniel’s target drinkers to the online hub to upload their Christmas ‘Untraditional Traditions’ which are then shared on Jack Daniel’s social media channels; Facebook, Twitter & Instagram #spiritofjack.
Whether it’s unusual present giving rituals or shunning the traditional turkey and mince pies, partnerships with Buzzfeed and Vice will bring to life consumers untraditional Christmas traditions. Vice bloggers will also write their own untraditional traditions and share these with their readers, whilst on Buzzfeed, a variety of posts and a quiz will showcase people’s own unconventional Christmases.
Jack Daniel’s is also returning to small screens across the country with its renowned ‘Barrel Tree’ advert, showcasing an ‘Untraditional Tradition’ from Tennessee.
Crispin Stephens, marketing manager for American Whiskey, comments: “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.”
