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Jack Daniel's teams with Buzzfeed and Vice for Christmas ad campaign

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By Natalie Mortimer, N/A

November 17, 2014 | 2 min read

Jack Daniel's has inked content partnership deals with Buzzfeed and Vice Media to promote its whiskey as part of its latest Christmas campaign.

The Untraditional Traditions campaign, developed by Communicator and UM, spans TV, digital out-of-home (OOH) advertising and regular digital advertising, partnerships as well as social and e-customer relationship management.

All channels are aimed at driving Jack Daniel’s target drinkers and the millennial audience to a dedicated online hub.

The advert features a 26-ft Christmas tree built using Jack Daniels barrels in the home of the Tennessee whiskey, Lynchburg.

Content partners Buzzfeed and Vice Media will help seed the Untraditional Traditions theme with Vice Media bloggers, or VBN contributors, who will write their own untraditional traditions to share with their readers.

Meanwhile on Buzzfeed a variety of posts and a quiz will showcase people’s own unconventional Christmasses.

Andrew Watson, brand manager, Jack Daniel’s said he hopes the campaign will cut through the marketing noise that comes with the festive season.

“All Jack Daniel’s’ marketing is grounded in brand truths and genuine stories and working with Communicator and UM, we developed a campaign that stays true to that approach.

“Christmas is a time of year when many brands are striving for cut through - and sometimes messages can become generic and the brand can get lost. With this campaign, it was therefore vital to ensure that the distinctive Jack Daniel’s personality and tone of voice shone through, which the team nailed.”

All campaign activity will incorporate proximity-based OOH marketing, encouraging passers-by to join in and broadcast their own untraditional traditions.

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