Jack Daniels launches ice stunt to promote Tennessee Honey
Jack Daniels has turned a 400lb block of ice into a whiskey giant bottle and shot glasses to promote Tennessee Honey as the ultimate chilled drink this Christmas.
Integrated agency Communicator created a video featuring Tennessee beekeepers using chainsaws to create the ice sculpture, which has been posted on the brand's Facebook page.
Richard Southon, director of Communicator said: “Leveraging our beekeepers and their chainsaws to create the ultimate Tennessee Honey bottle in an unexpected way will create cut-through during a busy communication period when other brands are promoting Christmas drinks”.
Jack Daniels has also given whiskey lovers the chance to carve their own giant ice sculptures in its latest engagement campaign.
Consumers will be encouraged to send in pictures via Facebook of the most unusual ways they have chilled their whiskey via Facebook. The winners will be invited to make their own ice sculpture, supervised by ice-sculpting professionals.
“The pre-drink occasion is important to our target consumer,” said Southon. “We wanted to create a consumer engagement piece to remind consumers that, as a shot, Honey is best served chilled.”
The move marks the latest step in the whiskey brand’s ongoing strategy to build closer connections with consumers, having overhauled its website earlier this month to create an interactive Christmas hub.
Tenesse Honey ice block stunt
Beekeeper
