Jack Daniel’s, the Brown-Forman brand, is launching what it claims is its largest fully integrated Christmas campaign “Untraditional Traditions” which invites consumers to share and celebrate their own unusual festive traditions.
Inspired by the home of the Tennessee whiskey, Lynchburg, where each year a 26ft Christmas tree is built using Jack Daniel’s the campaign embraces the story of the brand, bringing it to life across all platforms.
Communicator has developed the strategy and creative with the multifaceted media strategy developed by UM.
The campaign crosses TV, static and digital OOH advertising, digital advertising, partnerships as well as social and eCRM. All channels drive Jack Daniel’s target drinkers to the online hub, www.jackdaniels.com/traditions.
The hub is set to feature a gallery with content uploaded by consumers and shared via all Jack Daniel’s social media channels, Facebook, Twitter and Instagram.
The agencies have also secured two content partnerships, with Buzzfeed and Vice, to seed the Untraditional Traditions theme and bring to life consumer’s untraditional Christmas traditions. Vice bloggers will write their own untraditional traditions and share these with their readers, while on Buzzfeed, a variety of posts and a quiz will showcase people’s own unconventional Christmases.
The company is also using location-based outdoor and in-bar activity, and will be cajoling passers-by to join in and broadcast their own untraditional traditions.
Jack Daniel’s brand manager Andrew Watson said: “Christmas is a time of year when many brands are striving for cut through – and sometimes messages can become generic and the brand can get lost. With this campaign, it was therefore vital to ensure that the distinctive Jack Daniel’s personality and tone of voice shone through, which the team nailed.”
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