Thirza Prentice – 25th September 2011
I was invited to one of Jack Daniel’s birthday events this week and wasn’t sure whether to go, as JD has never been my drink of choice. I did go though, after realising the whole thing was a brand experience and wanted to see how, if at all, it would affect what I thought of the drink.
The night was an exhibition linked with Hipstamatic which showed the winners and near winners of a photography competition where entrants had to use the Hipstamatic app to capture ‘found art’. The winner gets flown to America for Jack Daniels Birthday gig next month (image below). Most of the photographs in the exhibition were taken outside on the streets which relates to the current campaign advertising the birthday gig in America, the line up is written outside on a high brick wall and feels quite urban. They were all photos of interesting things, or existing art found whilst people were out and about.
Despite not actually liking the Jack Daniel’s drink, I find that for some reason I like the actual guy. I imagine this has something to do with the ads and how I’ve always thought they were trying to introduce him to me on a personal level. I like this about them. The event was in quite a small gallery which, for me, added to this personal aspect of the brand; as though Jack had invited me to the event himself.
More importantly, with JD being the only free drink, I tried a cocktail called Velvet Elvis which was lush and consisted of Chambord Raspberry Liqueur, lemonade and lime juice. I had previously thought of the drink as a manly one as most of the people I know who like it are boys who either drink it straight or with coke (neither of which appeal to me). I had never thought of it being used in a cocktail and was surprised at the options, JD with apple juice or ginger being other examples. I left the event having had my view of Jack Daniel’s challenged. I now know a way that I can enjoy it as much as everyone else seems to, and also with the ‘my old friend Jack’ persona reaffirmed
