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.