Brown-Forman asks for your “Code of Jack”

Jack Daniels is encouraging Canadians to share their personal codes of conduct through a national in-bar and online promotion developed by the brand’s long time creative agency, The Hive. According to the creative, Jack Daniels has “exemplified a code of independence, authenticity and integrity that has made it one of the most recognizable trademarks in […]

Jack Daniels is encouraging Canadians to share their personal codes of conduct through a national in-bar and online promotion developed by the brand’s long time creative agency, The Hive.

According to the creative, Jack Daniels has “exemplified a code of independence, authenticity and integrity that has made it one of the most recognizable trademarks in the world.”

The Brown-Forman brand is asking that Canadians share their own “Code of Jack” on the contest website for the chance to win a trip for two to Tennessee, spending money and Jack Daniels merchandise.

An independent judging panel will review the entries and select the top 20. Online public voting will then determine the winner. The promotion launched with in-bar promotions Oct. 5 in 10 major markets including Vancouver, Calgary, Toronto, Montreal and Quebec City.

Jack Daniel’s brand representatives will be on-hand at participating bars to encourage patrons to enter the contest and visit the brand’s Facebook page. The top 20 contestants will be able to share their codes via Facebook and Twitter to help drum up votes.

Chris Johnston, group account director at The Hive, said the in-bar promotion allows the agency and brand to tailor communications to fit the environment where the target consumer enjoys spending time. While social media has become an increasingly important and popular tool, it’s also important to communicate with the target face-to-face.

“With this contest promotion that they’ve developed, The Hive has done a great job of bridging the traditional independent spirit of the Jack Daniel’s brand with the inclusive, community focus of the social media phenomenon we all live under in today’s world,” said Brad Fletcher, managing director of Brown-Forman Canada, in a release.

Brands Articles

TD banks on Instagram ads to support music program

The financial institution continues its support of the Canadian music scene

Future Shop closure ‘inevitable,’ but tech retail okay: expert

Electronics often purchased online, but customers still value traditional stores

How social helped resurrect three beloved cereal brands

General Mills puts Trix back on shelves for Easter, proves it's not just for kids

How to offer a better in-store experience (Column)

Curation, media planning and disruptive design drive loyalty, product engagement

Target speeds up Canadian exit

Retailer plans to wind up stores by mid April

Why marketers should push forward, not pull back

In today's economy, slashing ad budgets can mean lost sales and lost opportunities

Simons selects Cossette as agency partner for expansion

Agency to help Quebec retailer build brand awareness outside its home province

Future Shop stores closing, some converting to Best Buys

Closure will result in the loss of 500 full-time and 1,000 part-time jobs