Jack Daniel's launches birthday celebrations
Jack Daniel’s is celebrating its eponymous founder’s birthday by giving consumers the chance to win prizes including gig tickets, a trip to the distillery in Lynchburg, Tennessee, or an exclusive party for them and their friends.
The push runs throughout September and will be backed by a marketing campaign with digital and PR activity, print ads and an upweighted social media campaign.
For retailers, the brand will run a bespoke promotion in nearly 3,000 shops including price promotions and POS, while 100 wholesalers will be offered branded Jack Daniel’s display units in the shape of trucks, housing bottles, promotional offers and POS for independent retailers.
Trade marketing manager Crispin Stephens said: “Now into its 15th year, the birthday campaign has become hugely compelling to both the trade and consumers. The depot displays and managed convenience POS activation are designed to drive visibility and, in combination with above-the-line advertising, PR and a social media campaign, will ultimately help drive sales ahead of the Christmas trading period for wholesalers and retailers.”