Jack Daniel’s celebrates 150th anniversary in new campaign via Arnold Furnace + The Monkeys

Jack Daniel’s is set to make a splash across Australia with an extensive marketing campaign celebrating the 150th anniversary of the Jack Daniel Distillery in Lynchburg, Tennessee via Arnold Furnace and The Monkeys.

Spanning experiential, social, digital, TV and out-of-home channels, the activity will bring to life the 150 year history of the Jack Daniel Distillery. Each and every drop of Jack Daniel’s Tennessee whiskey is still made today in Lynchburg using the same process pioneered and perfected by Mr. Jack himself.

With a nod to Jack’s whiskey making motto “Every day we make it, we’ll make it the best we can” a series of special events, promotions and commemorative products will share the authentic stories of America’s oldest registered distillery with friends of Jack, both old and new, across Australia.

Says Natalie Accari, marketing manager, Jack Daniel’s: “In a world where change is a constant, it is an incredible achievement to be making whiskey in the same way, in the same place, after 150 years. We are pulling out all the stops for this milestone anniversary, as we bring to life the history, traditions and stories that make Jack Daniel’s the world’s best-loved whiskey.”

Above the Line:

The campaign, which has been unveiled on 30th June, aims to celebrate Jack’s tradition of making great whiskey in Lynchburg, Tennessee. Jack’s motto is as true today was it was a century and a half ago and where it will be just as true tomorrow. The campaign is designed to celebrate the 150th anniversary of America’s oldest registered distillery showcasing the craftsmanship and place, that makes Jack Daniel’s whiskey so special.

Experiential:

The Jack Daniel’s Barrel House | June 24 – July 3 | Crown Melbourne

A replica of one of Jack’s iconic Barrel Houses is making its debut on Melbourne’s Southbank this winter in collaboration with Crown Melbourne. Opening the doors for two weeks of celebrations from June 24, an expected 5,000 guests will be treated to perfectly crafted drinks and a top-notch program of entertainment including some very special headline performances. Complete with real barrels imported from the US, bar, stage, dance floor and mezzanine viewing level, the Barrel House will offer a pop-up bar experience like no other.

Today, in Lynchburg, Tennessee more than 2.3m barrels are stored in 88 barrel houses. While Jack Daniel’s can be found in more than 165 countries worldwide, no matter where you find it, it is in these iconic barrel houses where the whiskey develops its character; with the handcrafted American white oak barrels providing 100% of its colour and 50% of its flavour. Playing such a crucial role in the whiskey making process, The Jack Daniel’s Barrel House will pay tribute to the distillery’s barrel making tradition with an almighty celebration.

Chris Fletcher National Tour:

Whiskey Tasting Masterclasses and Progressive Cocktail Experiences| July 27 – August 5

Jack Daniel’s assistant master distiller, Chris Fletcher is set to bring an authentic taste of Tennessee Down Under as he visits Australia for the very first time.

Hosting whiskey tasting masterclasses and progressive cocktail experiences in cities across the country, guests will be taken on a one-of-a-kind journey of the last 150 years, enabling them to sample the sights, sounds and signature serves from different eras.

Social Media:

Global Barrel Scavenger Hunt | July 4 – September 2

150 of Jack’s handcrafted barrels will be hidden around the world as part of a global barrel scavenger hunt. From July 4 until September 2, whiskey fans will have the chance to find one of the 10 Jack Daniel’s barrels hidden in Australia. Each barrel will contain money-can’t-buy-prizes and select barrels will also include VIP tickets, travel and accommodation to the global celebration taking place in Lynchburg this October.

Clues as to the whereabouts of the hidden barrels will be released on the Jack Daniel’s Facebook page as part of 150 days of content dedicated to commemorating the milestone.

150 Years Video Content

The online video content celebrates how the world has seen a lot of change over the last 150 years, and while change can certainly be good, those things that stand the test of time are so very special. Many key cultural events have shaped the world we know today, but they haven’t changed the whiskey that ends up in that distinctive square bottle.

Below the Line:

Indian Motorcycles Collaboration

 Indian Motorcycle, America’s first motorcycle company, has partnered with Jack Daniel’s globally to produce the Limited Edition Jack Daniel’s Indian Springfield and Indian Chief Vintage motorcycle models. The partnership brings together two of America’s most iconic brands who share a mutual commitment to independence, originality and American craftsmanship dating back more than a century.

The motorcycles were created to commemorate the 150th anniversary of the Jack Daniel Distillery and each model will be produced in extremely limited numbers not to exceed 150 total units.

In a below the line promotion, customers will have the opportunity to win one of four Limited Edition Jack Daniel’s Indian Motorcycles valued at $30,000 USD from participating IBA stores.

Experiential – The Sound Campaign

BTL – Evocative