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

How Google’s ‘agency for agencies’ tells brand stories

The managing director for The Zoo opens up at C2 Montréal

AmEx influencer campaign travels north of expectations

Social and acquisition teams band together for the company's latest campaign

Shinola’s expansion into Canada gets a PR boost

Detroit-based manufacturer looks to settle in Toronto with help from ASC Public Relations

Canada Goose to open Toronto, New York retail stores

The luxury outerwear brand is investing in its first-ever standalone locations

Thinkingbox looks to grow globally with new funding

Vancouver-based digital production studio lands its first outside investor

Belairdirect heads to medieval times in its new campaign

The brand is going back in time to show how easy insurance has become

Etsy’s Chad Dickerson defines the brand he wants to build

The maker marketplace's CEO talks growth and good business practices

Grindr CEO: The seductive trap all apps must avoid

Joel Simkhai on how his brand is all about the size... of his user base

McDonald’s gets personal with new ad campaign

Cossette creates a series of on-the-fly commercials in the back of a Whitby location