To celebrate the launch of Jack Daniel’s Tennessee Fire, the brand raised the temperature on Bonfire Night with a projection of its new variant onto buildings in Glasgow city centre.
Jack Daniel’s aims to drive awareness for Tennessee Fire among its existing fanbase and those who are new to the trademark. The timing of the activity, which was targeted at the brand’s core audience of 19-29-year-old men, was intended to “reinforce the positioning that Jack Daniel’s Tennessee Fire is the spirit that ignites memorable nights together”.
Rosie Straker, Account Director at Kinetic, the agency behind the stunt, said: “We are incredibly excited to help launch Jack Daniel’s Tennessee Fire in such a non-traditional way. It represents a great example of Jack Daniel’s utilising the engaging possibilities in the world of out-of-home advertising.”
