Shaken & Stirred - Influential Brand Profiling and Positioning

UGC / Jack Daniel’s largest fully integrated Christmas campaign, “Untraditional Traditions” is launched

Set to be the Jack Daniel’s largest fully integrated Christmas campaign, “Untraditional Traditions” takes inspiration from the home of the Tennessee whiskey, where each year a 26ft Christmas tree is built using Jack barrels in its hometown Lynchburg.

Inviting consumers to share and celebrate their own unusual traditions, the integrated campaign embraces the story of the brand, bringing it to life across all platforms.

Leading integrated agency Communicator 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 and the millennial audience to the online hub

The online hub is set to feature a gallery with content uploaded by consumers and shared via all Jack Daniel’s social media channels; Facebook, Twitter & Instagram.

The agencies have also secured two innovative 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, whilst on Buzzfeed, a variety of posts and a quiz will showcase people’s own unconventional Christmases.

Crucially, activity links through to proximity and to bar/purchase OOH – and will be cajoling passers-by to join in and broadcast their own untraditional traditions.

“All Jack Daniel’s’ marketing is grounded in brand truths and genuine stories and working with Communicator and UM, we developed a campaign that stays true to that approach. 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.” Andrew Watson, Brand Manager, Jack Daniel’s

“We are very excited to have created Jack Daniel’s’ largest ever integrated UK Christmas campaign, a first for Communicator after working together for many years across CRM, social and digital. We believe that this work created in partnership with the UK brand team and UM will strike just the right note with our audience and we’re looking forward to seeing (and no doubt giggling/ chuckling / laughing at) the traditions that they share with us!” says Chloe Ellis, Managing Director, Communicator

The “Untraditional Traditions” campaign kicks off today.