We handpicked 5 of the best industrial designers from Latin America to design and create unique pieces made with wood from oak barrels previously used to age Jack Daniel’s whiskey.

The selection process was carefully curated since the whole creation process would be documented, and its storytelling would draw parallels to the craft involved in making of Jack Daniel’s whiskey. We had to make sure the craftsmen skills were up to the brand standards.

These items had to be highly desirable for the audience, so our master builders created these beautifully designed items: a bicycle, a speaker, a surfboard, a bar cart and a turntable.

The whole process, from design to construction was documented and used for TV ads and online videos.

A microsite was launched so consumers around Latin America could enter for the chance to win the items.

Activations were developed at points of sale on each country.

All countries were united by a central website that was specially created for people to participate, and learn more about Jack Daniel’s whiskey.

The promotional campaign ran for the whole Christmas period, which can last up to the end of January in most Latin American countries. During this season, we aired TV ads and online videos featuring the creation process of Jack Daniel’s gifts, from the moment the master builders received the barrel to the final product. This content drew a parallel to the craft and skill in making Jack Daniel’s whiskey.

Another set of videos was created specifically for social media, with interviews of each master builder talking about the creation process of his item.

There were special activations at bars that invited consumers to participate in the promotion.

Six Latin American countries participated in this effort: Chile, Argentina, Perú, Colombia, Puerto Rico and the Dominican Republic.

The promotion generated more than 100,000 participations, successfully capturing the attention of the target audience.

We created a promotional campaign as unique as the brand behind it. Jack Daniel’s Tennessee Whiskey elaboration process sets it apart from any other whiskey brand in the world. That’s because it follows an intricate process established 150 years ago by its founder, which starts with the fabrication of its own wood barrels. This makes Jack Daniel’s the only whiskey distillery that exclusively makes their own barrels.

So when the brand decided to launch a Christmas promotional campaign for Latin America, we knew we had to give away items as unique as Jack Daniel’s whiskey. We couldn’t give away just anything made by anyone. That’s way we partnered with 5 Latin American master builders who are as passionate about their craft as the brand is about its own, to create Christmas gifts made by hand from wood of barrels used to age Jack Daniel’s Tennessee Whiskey.

Our target audience, Millennials, devote most of their time and energy to maintaining an attitude of being unique. From the clothes they buy, the music they listen to, to what they drink and eat, they carefully choose it trying to stand out.

So to break the clutter during the Christmas promotional period, we decided to give our target audience exactly what they were looking for: unique gifts made in a unique manner.

Situation

Christmas is a time of overwhelming promotional efforts by every single brand in the liquor segment looking to engage consumers. Most of the time, these efforts lack differentiation, and get lost in a sea of similar messages.

Brief

Our target audience are Millennials, a generation obsessed with being unique. They look for brands that stand apart, that are not like everything else and have an emotional point of difference.

Due to Christmas’ challenging environment, we needed to find a way to break through this crowded space and own not only our consumer’s minds, but also their hearts. To achieve this, we would have to find a way so innovative as to make clear to the consumer that Jack Daniel’s was the only brand that truly understands their uniqueness.