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Jack Daniel's taps Oath to spread the word of cocktails, food and its 'authentic place in pop culture'

By John McCarthy | Media editor



Oath article

September 4, 2017 | 4 min read

Jack Daniel’s is connecting food and its intricate cocktails drink in a new content series created in conjunction with media tech firm Oath and media agency Spark Foundry.

A new microsite is set to showcase the many ways one can serve up the beverage, with recipes from Olly Bird at Zelman Meats that will be run across the Oath publisher ecosystem.

Jack Daniel's works with Oath to promote new content

Jack Daniel's ‘Find Your Taste of Tennessee' microsite

As per the partnership, Jack Daniel’s will look to reinforce its 150 year heritage and its alluring food and drink pairings on the site. Further to that, the campaign will feature on specially-created editorial articles for HuffPost UK as well as branded content across its mobile in-app and video distribution platforms and Xbox LIVE homepages.

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Ffion Fitzgerald, marketing manager of Jack Daniel’s UK, said: “Launching a microsite has given us the opportunity to speak to a wider audience about our heritage in drink, food and music which are a big part of the culture in Tennessee and something Mr Jack himself was proud of.

“Through engaging and interactive content, we hope to educate consumers on the versatility and accessibility of Jack Daniel’s Tennessee Whiskey, whilst reminding the UK of its authentic place in pop culture.”

Nigel Clarkson, UK managing director of Oath, added: “This is an exciting project with Jack Daniel’s Tennessee Whiskey, using our creative technology, content brands and distribution platforms to create a new and highly engaging experience for consumers at scale.

“Jack Daniel’s has a distinctive identity and a rich history, so ensuring that their great story and brand remain at the heart of all content is important. Our team worked closely with the agency and brand teams to ensure this campaign really comes to life for Jack Daniel’s audiences.”

The ‘Find Your Taste of Tennessee’ will run until October. The activity also features a geo-targeted interactive map highlighting pubs running promotions and offers. Additionally, Spotify playlists have been tailored for each Jack Daniel’s cocktail.


Content created with:

Oath Inc. is a subsidiary of Verizon Communications that serves as the umbrella company of its digital content subdivisions, including AOL and Yahoo!. Verizon acquired AOL on June 23, 2015, and Yahoo!'s operating business on June 13, 2017. Following the completion of the Yahoo! sale and merger under Oath, AOL and Yahoo! maintain their respective brands.

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