Party with Jack Daniels like its 1850

Jack Daniel’s is gearing up for the launch of its biggest-ever UK marketing campaign to mark its creator’s 160th birthday.

As nobody knows the exact date of birth for the famed father of one of the world’s best-known whiskeys, the eponymous brand celebrates the founder’s birthday during the entire month of September, and this year promises to be a particularly lavish birthday campaign.

Focusing on the only certainty they have about his birth – the location – the campaign will take on a Tennessee theme this year, with promotional “Tennessee kits” for on-trade campaigning across the country.

The kits will include a selection of decorative items such as bunting, flags and posters, as well as scratch cards for publicans and bar staff to offer consumers when they purchase a Jack Daniel’s drink, offering a chance to win Jack Daniel’s-themed prizes every day for the duration of September.

Prizes include a range of items from Jack Daniel’s-branded pool tables to barbecues, jukeboxes and guitars.

The off-trade will also enjoy its share of the festivities with No. 7 bottles adorned with a birthday neck collar and a booklet with serving suggestions.

In addition, there will be a selection of limited-edition bottles with a sleek black exterior while maintaining the characteristic shape. These will be available in selected outlets for an RRP of £24.99.

The highlight of the festivities will be the “Tennessee Comes to Town” party, celebrated on 7 October at the Clapham Grand in London, with music from Tennessee musician Duane Eddy as well as Jarvis Cocker, Ellie Goulding and Richard Hawley. Tickets can be won through the promotional birthday activities. Details for the event are available at www.jacksbirthday.co.uk.

The campaign will be bolstered by a plethora of media support, including online, print (trade and consumer focused) and radio. Jack Daniel’s will even pop up on the XFM radio station and Spotify for an even more comprehensive exposure.

Brand manager Georgia Chubb said: “Jack’s Birthday has become something of an institution with trade and consumers alike. Bringing Tennessee to Town this year is sure to make for a unique and memorable birthday for the legendary Mr Daniel.”

Marinel FitzSimons, 18.08.2010