Simmons Durham in St. Louis has created a multinational promotion commemorating the 148th birthday of Jack Daniel, founder of the Tennessee distillery that bears his name.
Brown-Forman in Louisville, Ky., assigned the project to Simmons Durham, global agency of record for its Jack Daniel's Tennessee Whiskey. The program includes 44 ad and promotional items that distributors in 17 countries can choose from, all under the theme "It's Mr. Jack's birthday. Join the celebration and win." Winners of a contest included in the promotion will receive a trip to Lynchburg, Tenn., home of the Jack Daniel's distillery.
Two TV spots and radio spots from Simmons Durham are available for use in overseas markets where such ads are legal. --Trevor Jensen