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Momentum to create an ‘experiential’ campaign for Jack Daniel’s |
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Monday, 20 August 2007 |
Momentum’s Manchester operation has been appointed by Brown-Forman, owners of Jack Daniel’s Tennessee Whiskey, to create an experiential campaign for the brand focusing on the Carling bank holiday weekend pop festivals.
Around 160,000 people are expected to attend the two Carling festivals.
Momentum has created the Jack Daniel’s Saloon and Barbecue Room at Leeds which starts on Friday and has also secured Jack Daniel’s as the ‘Official Spirit of the Carling Weekend: Reading and Leeds Festivals’.
Festival go-ers at Leeds will be able to experience a relaxed ‘Lynchburg, Tennessee-style’ meeting area with southern style barbecue food and signature drinks.
Philip Epps, marketing manager for Jack Daniel’s UK said: “The brand has always had a strong affinity with live music but balancing our heritage with popular culture isn’t an easy task. When we saw Momentum’s ideas everything just came together brilliantly.
“Festival goers get the chance to enjoy Jack Daniel’s in premium yet laid back surroundings, but importantly in a festival environment that is uniquely Jack.”
Momentum’s Gary Wilson added: “Jack Daniel’s is an iconic brand and its Lynchburg heritage is omnipresent in its marketing communications. What better way to engage an audience than face-to-face and in a place where they can truly unwind and enjoy the product to the full.”
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