Jack Daniel’s AOR in Canada, The Hive, is taking a different route to
decorating for the holidays this year, placing a Holiday Barrel Tree in
front of its downtown Toronto offices on King St. West.
The tree stands 23-feet tall and is made up of 40 (empty) Jack
Daniel’s whisky barrels, each 36 inches tall and 22 inches wide at its
center.
Rick Shaver, VP of client services, The Hive, tells
MiC the
tree was first built in Lynchburg, Tennessee, where Jack Daniel’s is
made and came to Toronto this year after the agency’s office manager
suggested swapping out its regular tree for the barrel creation. A Brown
Forman (JD’s distributor) representative at the lighting of the barrel
tree said this is the first time it has been displayed outside the US.
Shaver says the team at The Hive learned a lot when building the
barrel tree, one key takeaway was the land the agency stands on isn’t as
flat as they thought it was, so a platform was built to support the
heavy structure. He adds the plan is to store the barrel tree indoors
over the less-festive months and bring it out again to celebrate the
holidays next year.
Jack Daniel’s is also promoting a new product, its Winter Jack, with
TV spots throughout December, says Shaver. The commercial, which
features the barrel tree in Tennessee is running with a national TV buy
on conventional channels.
Source:http://mediaincanada.com
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