Jack Daniel’s has partnered with Kinetic to deliver a red-hot Out of Home (OOH) campaign to help launch the newest addition to the Jack Daniel’s family – Jack Daniel’s Tennessee Fire.
The campaign, planned and executed by Kinetic, the global leader in planning and buying OOH media, 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 two weeks from November 2. The special builds will protrude outwards from and above the outdoor sites, with rope lighting installed behind the bottle to create a fiery effect. Creative was handled by Arnold Worldwide.
This Bonfire Night, to further drive awareness through impact, Jack Daniel’s Tennessee Fire will be projected onto buildings within key drinking hubs in London, Manchester and Glasgow.
Jack Daniel’s aims to drive awareness for the new product among existing Jack Daniel’s fans and those who are new to the trademark. By launching OOH around Bonfire Night, Jack Daniel’s will maintain its tradition of engaging its core UK audience of 19-29-year-old men through relevant occasions. The timing of this activity will reinforce the positioning that Jack Daniel’s Tennessee Fire is the spirit that ignites memorable nights together.
Rosie Straker, account director at Kinetic, 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.”