London, United Kingdom, December 07, 2012 --(PR.com
)-- Renowned American whiskey brand Jack Daniel’s has launched a festive, integrated marketing campaign by erecting a Christmas tree made solely out of barrels.
Last Christmas, Jack Daniel’s kick-started a new tradition by creating its own version of a Christmas tree by erecting one made from oak barrels in its birth place Lynchburg, Tennessee. This year for the first time ever, they have granted permission for the tree to be built outside the U.S in London’s iconic Covent Garden.
London’s nine-tiered "tree" is made up of 140 oak barrels, shipped from the Jack Daniel Distillery in Tennessee, where they were previously used to mature the whisky. The unique structure is decorated with garlands and covered in Christmas lights, switched on by Jack Daniel’s legend Randy "Goose" Baxter at the launch on 27th November 2012.
To coincide with the lighting of the tree, the brand are releasing their limited edition Holiday Select 2012 Whiskey, giving fans the opportunity of purchasing a bottle at the tree. This year’s bespoke range contains the whiskey from the barrels used to build the Lynchburg barrel tree, and with only 3,000 bottles available to purchase, demand will be high for this festive treat. Jack Daniel’s will also be promoting their Tennessee Honey line which is available to purchase at the tree and in-store.
On top of Jack Daniel’s OOH activity and Christmas TV ad, the campaign will also be supported by a range of tactics including an on-going social media campaign where users will have the chance to win bottles of the limited edition beverage.
Running from 27th November to 28th December, the campaign aims to communicate directly with audience members who appreciate the authenticity and heritage of the beverage. The inspiration behind the campaign is reflected in there tagline "It’s not what’s under the Tree, it’s who’s around it," the idea of uniting family and friends over the festive period.
Blazinstar Experiential were appointed to build and install the barrel tree and worked alongside Cirkle, Communicator, Iris and Kinetic agencies to bring this fully integrated campaign to life.