To launch its new drink, 'Tennessee Fire,' Jack Daniel's will project animated ads on buildings across the UK's most visited drinking hubs. London, Glasgow and Manchester will be soon adorned with simulated fiery whiskey bottles. The interactive campaign will begin on an annual bonfire event, where the brand hopes to highlight the link between the new Tennessee Fire and memorable nights that brings people together.
The campaign will also see two 2D installations of Tennessee Fire bottles protruding out of billboards, with lighting installed around it, illuminating the night with vivid, fiery colors. A renewed focus on attracting younger consumers to the brand is an ongoing effort by Jack Daniel's. Its most recent marketing campaigns take advantage of immersive and interactive technologies with they hope will resonate with younger whiskey drinkers.