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

Campaign for weight-loss firm gives the skinny on diet fads

Dr. Bernstein effort from Giants & Gentlemen includes TV, online and OOH

Best Buy revenue slips as it closes Future Shop

Electronics retailer cites "ongoing softness" in the local market as reason for decline

Nutrition House chooses first Public Relations AOR in a decade

Idea Workshop hired to develop blogger, media and digital marketing strategies

Weber Shandwick handed digital duties for McCormick Canada

Mandate includes content creation, web development, video production and social

Doi Chaang Coffee hires Korrelation as PR AOR

Canadian coffee company looks for media support as it expands nationally

Sobeys continues support of Jamie Oliver’s Food Revolution

Star-studded effort emphasizes the importance of food education

CIBC pushes new brand position with Percy the penguin

Financial institution introduces "Banking that fits your life" tagline and updated logo

Expedia.ca steps up to the plate with Blue Jays campaign

Travel site puts Jays' mascot front and centre of recent effort