CCL Decorative Sleeves created the stylish limited edition full body sleeve for a special birthday edition of Jack Daniel’s famous Tennessee Whiskey.
Since no one knows the exact birth date of Jack Daniel – the story goes that his birth certificate was lost to time, or lousy record keeping – the great man’s birthday is celebrated all September long. This year the celebrations, under a campaign encouraging consumers to ‘Round Up Their Friends for a Taste of Tennessee’, included a special bottle and branded ice bag to drive consumer awareness and tap into the trend for nights in.
The unique 70cl bottle design was created exclusively for the UK to make a perfect gift or commemorative keepsake for those who appreciate both the legacy and fine taste of Mr. Jack’s Tennessee whiskey. The eye-catching matt black sleeve accentuates the bottle’s iconic square shape and is six colour gravure printed on 50mym PET, with gold and white accents surrounded by the brand’s trademark filigree, to maximise on-shelf appeal and ensure increased visibility in-store.
Key to CCL Decorative Sleeves’ role was careful material selection in order to ensure that the film shrank evenly in both planes and avoided twisting around the neck area. Correct orientation of the sleeve on the bottle was also critical so that the branding was fully centred on the front face of the bottle
In addition, the matt finish is scuff resistant enabling the brand’s quality image to be maintained throughout the distribution process and in the home.
CCL Decorative Sleeves has worked with Brown-Forman Beverages on other high profile promotional projects for the company’s famous brands, including Southern Comfort.
“We needed a reliable and technically-expert supplier who could both meet our deadlines and deliver the attention-grabbing look we required,” explains brand manager Jamie Butler. “The resulting sleeve has delivered on all counts.”
The worldwide celebrations for Mr. Jack’s birthday culminated in a party at the oldest registered distillery in the USA in Lynchburg, Tennessee, headlined by multi-platinum selling artist Plan B.