Jack Daniel's Dresses Up for the Holidays

Louisville, Ky. -- The statue of Jack Daniel's founder that is located at the distillery in Lynchburg, Tenn., will be used to dress up the holidays this year. To spread good cheer to customers at off-premise liquor accounts, marketers at Brown-Forman Inc. have created three sizes of a pole-topper display that prominently features a miniature replica of the statue with a bright red scarf wrapped around his neck to ward off the December chill."We're one of the few spirits companies that has a real home area to draw on and a true founder who was a real person," says Riley Hedrick, national promotions manager at the company's Louisville, Ky., headquarters. "This approach helps us tie into that heritage and show how proud we are to have this long history and tradition behind the brand."The display features a three-dimensional scene dominated by the statue. The statue's red scarf complements the brick-like columns flanking it and the overhead banner, which is trimmed in gold with the company logo. The printed-brick columns feature three-dimensional holly swags with tiny LED holiday lights that illuminate the piece with splashes of color. Across the front of the panorama, below the statue, is a graphic showing three Jack Daniel's products. The slogan, "Happy Holidays From Our Family To Yours," wraps around the bottom of the display.The graphics were printed on 80-pound enamel that was litho-mounted on .055 finish and .016 tagstock and then die-cut. The display, which is supported by two fiber poles, was designed and manufactured by Rapid Displays, Chicago, while the statue was produced by Merchandising Specialties Inc., Dobb's Ferry, N.Y.Three variations of the display were produced to provide flexibility for different size accounts, Hedrick notes. The largest of the three is 30 inches wide, 52 inches high and 17 inches deep, and features a 36-inch-high statue made in two parts of painted expanded polyurethane. Another version includes an 18-inch-high statue that was also made of the polyurethane material, while the third option recreates the statue as part of the graphics.The statue can be detached from the display and its scarf removed for use after the holiday period, Hedrick notes. "We've been producing variations of the statue for a long time for both on- and off-premise accounts, and this gives us an opportunity to provide retailers with a piece they can reuse. It's just a little more Christmasy."Approximately 10,000 of the three display variations were produced. They will begin shipping to markets on Nov. 1 for the holiday season. The pieces are assembled on-site by the company's distributors or its third-party merchandisers. The display is being supplemented by shelf talkers and price cards that feature the holiday theme and statue graphic.

Jack Daniel's Dresses Up for the Holidays

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