Jack Daniel's is celebrating its 150th anniversary in style, with the launch of a major Australian marketing push, putting the authenticity and tradition of the brand front and centre.
The campaign, from The Sound Campaign, Arnold Furnace, The Monkeys and Starcom, celebrates the anniversary of the Jack Daniel Distillery in Lynchburg Tennessee, stretching across experiential, social, digital, TV and OOH.
Key to the campaign is a replica of the Jack Daniel's Barrel House on Melbourne's Southbank for two weeks from 24 June. The pop-up bar will feature drinks, headline performances and real barrels imported from the US.
On social media, the brand will also be launching a Global Barrel Scavenger Hunt from 4 July until 2 September, with 150 of the brand's handcrafted barrels hidden across the globe. In Australia, 10 will be hidden, each containing prizes including VIP tickets, travel and accommodation to the global celebration taking place in Lynchburg in October.
Clues to the hidden barrels will be released through the Jack Daniel's Facebook page.
Jack Daniel's marketing manager Natalie Accari says the campaign is a nod to the brand's whiskey making motto “every day we make it, we'll make it the best we can', with the aim to share authentic stories across the country.
“In a world where change is a constant, it s an incredible achievement to be making whiskey in the same way, in the same place, after 150 years,” Accari says.
Other elements of the campaign include Jack Daniel's assistant master distiller Chris Fletcher visiting Australia for the first time for a national tour on whiskey tasting and progressive cocktails.
The brand has also partnered with America's first motorcycle company, Indian, to produced limited edition Jack Daniel's Indian Springfield and Indian Chief Vintage motorcycle models as part of the celebrations.
The campaign will use video with online content showcasing the changes the world has seen over the past 150 years and things that have stood the test of time.
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