Alongside a broader print, outdoor and radio advertising campaign and digital activity, it aims to ensure bars and pubs are “the place for friends to get together to share good times”.
Focusing on the target audience of “independent-thinking males”, it will see promotional kits sent to licensees including a variety of instant-win competitions with prizes such as limited-edition branded T-shirts and key-rings.
BBFB has increased the number of prizes on offer this year so that scratch cards, which are handed over with purchases of a Jack Daniel’s and cola, provide a one-in-three chance of winning.
Making sure the promotions suit the needs and customer bases of different bars and pubs, three types of kit have been created.
Featuring enough prizes to activate in outlet all September, larger kits will be offered to bars wishing to celebrate all month long, while smaller venues, or those looking to host one night of birthday celebrations, will be provided with fewer prizes. There will also be a kit with visibility items to decorate venues to create a party feel in bar all month long.
Helping to create in-bar theatre, the kits will include Mr Jack’s Birthday-themed point-of-sale materials such as bunting, balloons, tent-cards and posters.
Driving visibility of the trademark all year round, the kits will also include branded items that can be used more permanently such as bar runners, Optic signs and bar staff T-shirts. The items will highlight the core Jack Daniel’s Old No 7 and newer variant, Jack Daniel’s Tennessee Honey.
Licensees will also be able to obtain POS from BBFB’s dedicated on-trade website, Pourfection, at www.pourfection.com/jackdaniels. Licensees will be able to download artwork, which can be adapted to include preferred price points, serves and outlet logos. It will also include a range of suggested serves and videos to inspire their Mr Jack’s Birthday celebrations.
Crispin Stephens, trade marketing manager at Jack Daniel’s, said: “Jack Daniel’s Birthday is the biggest frequency driver for the trademark outside of Christmas, which traditionally sees spirits sales peak.
“Ensuring that the celebrations remain relevant in 2013, we have created a platform that enables new and existing fans of the brand to get involved.”