A NEW TRADITION

Jack Daniel's in one of the world's best-known brands, but it was losing relevance and relegated to fewer occasions. The holiday season was the best opportunity for us to change the narrative and have the consumer see that "Jack Daniel's Tennessee Whiskey is from a special place where the warmth and happiness of celebrating the season always make friends feel like family."

The deliverable, in the original brief, was a 30-sec TV spot, but by applying a simple feedback model, I was able to manage the team and organize the pages of notes into digestible pieces of information. Separating the relevant from the interesting, made it easier to identify and resolve concerns. After a couple more rounds of work, we developed more than a 30-­sec TV spot. We delivered a holistic campaign touching broadcast, print, social, digital, in-­‐store and even product. We bottled and sold the whiskey from the 186 barrels used to construct the Jack Daniel’s Barrel Tree. We also kicked-­‐off a new tradition, the lighting of the barrel tree at the annual Christmas festival in Jack Daniel’s hometown of Lynchburg Tennessee.