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Drink Barrel Arboreals

Jack Daniel's 'Barrel Tree' is a 26-Foot-Tall Christmas Tree

— December 2, 2011 — Marketing
The Jack Daniel's 'Barrel Tree' puts a new and offbeat spin on the classic holiday tree. This 26-foot-tall "arboreal" was made for the whiskey brand's latest holiday campaign, which has as its tagline, "It’s not what’s under the tree that matters, it’s who’s around it."

Created by Arnold Worldwide in Boston, the international campaign centers on this tree, which was made by stacking whiskey barrels on top of one another and then decorated with Christmas lights. The commercial, directed by Carmen D’Ascendis, Jack Daniels' director of global marketing, is set in the brand's home of Lynchburg. The ad features the residents and the distillery employees coming together to transport and create the giant barrel tree.

According to Popsop, the Jack Daniel's 'Barrel Tree' campaign also includes a Facebook game in which user must protect the whiskey in the barrel tree from "barrel bandits."
Trend Themes
1. Whiskey Barrel Decor - Disruptive innovation opportunity: Create unique and unconventional holiday decorations using whiskey barrels.
2. Branded Christmas Campaigns - Disruptive innovation opportunity: Develop bold and eye-catching holiday campaigns that resonate with consumers.
3. Interactive Social Media Games - Disruptive innovation opportunity: Engage consumers through interactive social media games that promote brand loyalty.
Industry Implications
1. Alcohol and Beverage - Disruptive innovation opportunity: Explore new ways to leverage branding and product packaging to captivate consumers in the alcohol and beverage industry.
2. Advertising and Marketing - Disruptive innovation opportunity: Integrate creative storytelling and visually stunning campaigns to make a lasting impact in the advertising and marketing industry.
3. Gaming and Entertainment - Disruptive innovation opportunity: Combine interactive elements with social media to create engaging games that capture the attention of users in the gaming and entertainment industry.
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