This Service Provides Quality Liquor Via Frank Sinatra Impersonators
Katherine Pendrill — August 17, 2015 — Marketing
References: drinkinginamerica & strategy-business
Jack Daniel’s partnered with on-demand service Saucey to hand-deliver quality liquor to customers via Frank Sinatra impersonators. In recent years, many brands have begun experimenting with on-demand delivery services. The recent Jack Daniel promotion drew on its distinct history to provide a more unique form of delivery.
The promotion coincided with the 99th birthday of the famous musical icon. To celebrate, Jack Daniels offered its customers the option of purchasing quality liquor as part of a Sinatra-themed package. One of these packages was called the 'Rat Pack' and it included Jack Daniel's premium Sinatra Select whiskey, as well as a number of fine cigars. Instead of typical messengers, the company sent out a series of musical Sinatra impersonators to deliver the Sinatra-themed packages.
The clever promotion not only celebrated the birth of an icon, but it also demonstrates how brands are playing with the idea of home delivery in unique and innovative ways. These kinds of promotions help to engage consumers and give them an opportunity to interact directly with a product.
The promotion coincided with the 99th birthday of the famous musical icon. To celebrate, Jack Daniels offered its customers the option of purchasing quality liquor as part of a Sinatra-themed package. One of these packages was called the 'Rat Pack' and it included Jack Daniel's premium Sinatra Select whiskey, as well as a number of fine cigars. Instead of typical messengers, the company sent out a series of musical Sinatra impersonators to deliver the Sinatra-themed packages.
The clever promotion not only celebrated the birth of an icon, but it also demonstrates how brands are playing with the idea of home delivery in unique and innovative ways. These kinds of promotions help to engage consumers and give them an opportunity to interact directly with a product.
Trend Themes
1. On-demand Alcohol Delivery - More brands are partnering with on-demand services to provide unique delivery options for alcoholic beverages.
2. Celebrity-themed Product Packages - Brands are creating product packages tied to famous icons to engage consumers and add value to their products.
3. Alternative Delivery Personnel - Companies are exploring the use of unconventional delivery personnel to add an element of surprise and engage consumers.
Industry Implications
1. Alcohol Delivery Services - Collaborating with iconic brands or celebrities to enhance the customer experience could give delivery services a competitive edge.
2. Cigar and Tobacco Industry - Partnering with liquor brands to create cigar-and-whiskey packages themed after famous icons could increase the perceived value of tobacco products.
3. Event Planning and Entertainment Industry - Working with brands to provide unique and memorable experiences for customers could be a disruptive innovation opportunity for event planners and entertainers.
2.4
Score
Popularity
Activity
Freshness
