Case Studies
client: Jack Daniel’s Distributors Meetings
Gentleman Jack Launches New Bottle at Distributor Meetings
capabilities/industry: Broadcast & Video | Collateral & Print | Marketing Communications | Meetings & Special Events | Food & Beverage
In 2006, the Jack Daniel’s brand team decided to retire the original Gentleman Jack bottle after nearly two decades of use. The new bottle represented a huge change in how the product would be marketed, so it was important that distributors embrace the change and the new direction. In order to reintroduce the brand to this important audience, DVL created a series of launch meetings that traveled to five of Jack Daniel’s most important markets – Dallas and Houston, Texas; Los Angeles and San Francisco, Calif.; and New York City. DVL planned and implemented all the logistics, including event concept, stage and set design, meeting presentation design, meeting production and collateral materials (event invitations, recipe cards and decorative banners). In addition, DVL wrote and produced a two-minute video to set the tone for the new branding to kick off each meeting.
results: More than 600 distributors attended the meetings across the United States. The Jack Daniel’s brand manager received overwhelmingly positive feedback from the field reps, and some elements from the meeting (e.g., video, banners and recipe cards) were reproduced and used by field reps to launch the new packaging in their own markets. Furthermore, sales of Gentleman Jack increased 39 percent for the year.
