Jack Daniel’s has partnered with communications agency Kinetic to deliver a new out-of-home (OOH) marketing campaign for the latest addition to the US distiller’s portfolio.
Jack Daniel’s Tennessee Fire brings together the distinctive character of Jack Daniel’s Tennessee whiskey with a red-hot cinnamon spice liqueur. The result is a sweet, hot-cinnamon kick that complements the smooth taste of Jack Daniel’s and gives a unique finish full of unmistakable character, the Lynchburg-based company said.
Its permanent availability in all 50 US states was announced earlier in the year and follows a limited-edition release last year. It has since been introduced to both the Canadian and UK markets.
The new UK campaign, planned and executed by Kinetic and MediaVest, will see three 2D installations of the Jack Daniel’s Tennessee Fire bottle hosted at London’s Old Street and Mile End, and at Manchester’s London Road for the next two weeks. The special builds will protrude outwards from and above the outdoor sites, with rope lighting installed behind the bottle to create a fiery effect during the period around Bonfire Night.
Jack Daniel’s hopes that the campaign will drive awareness for Tennessee Fire among existing Jack Daniel’s fans and those who are new to the brand. In addition, Kinetic claimed, the timing of this activity will reinforce the positioning that Jack Daniel’s Tennessee Fire is the spirit to ignite memorable nights together.
Kinetic account director Rosie Straker said: “A brand such as Jack Daniel’s has amazing heritage with its use of OOH on the Underground, and we are incredibly excited to help launch Jack Daniel’s Tennessee Fire in such a non-traditional way. It represents a great example of Jack Daniel’s utilising the engaging possibilities in the world of OOH.”
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