When Jack Daniel’s released its finely crafted, red-hot cinnamon spirit Tennessee Fire nationally, the brand hired DKC to ignite excitement around the launch. Their team turned to DoubleTake Design to help design and produce a personal party kit for targeted promotional marketing to content creators and influencers that would spark interest in the new “Jack Fire” spirit.
Concepts
We presented two concepts for the personal party kits, and both included a bottle of Tennessee Fire and two branded shot glasses. Jack Fire is a distinct mingling of Jack Daniel’s Old No. 7 Tennessee Whiskey and Jack Daniel’s very own cinnamon liqueur. To highlight the flavor profile, we included a bundle of cinnamon sticks for an immediate aromatic experience when the box was slid open, and a branded USB which contained press materials, photos, and more.
The first concept was a “Fire Starter Kit” that would be enclosed in a custom-made pine box, dyed to match the red of the Jack Daniel’s Tennessee Fire label and look wood-burned with the whiskey’s logo and #JackFire hashtag. Included in the kit for added fun was a Fire Starter kit in a burlap sack.
The second concept was an “Open in Case of Party Kit,” referencing a fire extinguisher in a public place (Break in Case of Emergency!) — the party would be delivered in a branded pine box with a clear lid. To enhance the personal party tasting experience, recipients could indulge in gourmet custom-made chocolate truffles made by a local confectioner while they enjoyed their Jack Fire:
- Bittersweet chocolate truffle with Jack Daniel’s Tennessee Fire, cinnamon, and chilis garnished with cayenne
- Milk chocolate truffle with Jack Daniel’s Tennessee Fire, roasted bananas, and salted caramel topped with smoked sea salt
The brand selected the Fire Starter Kit, and we designed and sourced the materials, oversaw production and worked with the DKC team to build a fulfillment prototype for the kits. The promotion was a blazing success and warmly welcomed by all recipients!
Fire Starter Kit Concept
Open in Case of Party Kit Concept
Promotional Kits
Chosen kit: Fire Starter Kit
Want to light a fire under your promotional marketing efforts?
“Jack Fire brings together the distinctive character of Jack Daniel’s Tennessee Whiskey with a red-hot cinnamon spice liqueur. The result is a sweet, hot-cinnamon kick that complements the smooth and delicious taste of Jack Daniel’s, giving a unique finish full of unmistakable character.”