Barrel Build

Barrel Build

Campaign

Overview

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The Challenge

Craftsmanship is a key communication pillar in Jack Daniel’s marketing mix. The campaign goal was to drive awareness of Jack Daniel’s hand crafted credentials by engaging with a younger demographic not yet fully engaged in the brand. Our challenge was to find meaningful ways to engage with them that are worthy of the brand. The barrel competition is a brand activation piece that has received unprecedented attention to date.

The Realisation

It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.

The Solution

It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.

WORK