Jack Daniel's runs 'raise a glass' Instagram campaign

Jack Daniel's is encouraging consumers to photograph themselves raising a glass of whiskey to the memory of its eponymous founder, and share the images via Instagram.

  • Jack Daniel's iconic label

    Jack Daniel's iconic label

  • Jack Daniel's master distiller Jeff Arnett raises a glass to 'Mr Jack'

    Jack Daniel's master distiller Jeff Arnett raises a glass to 'Mr Jack'

  • Mr Jack Daniel

    Mr Jack Daniel

of

The campaign, which has been created by integrated agency Communicator, marks the birth-month of the whiskey brand’s founder, 'Mr Jack'.

Activity uses the hashtag #JacksBirthday and will run throughout September. It will feature people associated with Jack Daniel’s, including master distiller Jeff Arnett and Lynne Tolley, Jack Daniel’s great-grandniece, raising their glasses of whiskey to the brand's creator.

Richard Southon, director at Communicator, said: "Instagram is exciting new social territory for Jack Daniel’s. We wanted a campaign where the brand brought its fans together in their celebrations and what better way to do this than sharing photos. Instagram is the natural place for this and the campaign will show how brands don’t need to be ‘in’ the conversation to be a core part of it."

The campaign marks the first time that the brand has used Instagram in the UK. It already has an Instagram account in the US.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Omnicom shuts M2M in UK after account losses
Share

1 Omnicom shuts M2M in UK after account losses

Omnicom has shut its media agency M2M in the UK following a string of account losses and Alistair MacCullum, the chief executive of M2M, is stepping down.

Brands that forge an emotional tie are best protected from copycats
Shares0
Share

1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

Just published