Jack Daniel had a pretty epic moustache. It was hearty, full and curled at the tips, forming the halo of a smile over his lips. It’s the kind of facial hair coveted in 
November (aka Movember) when men grow out moustaches and raise awareness for men’s health initiatives.
Though it has no official association with Movember, given the famous stache of its founder, the Jack Daniel’s brand planned the fall promotion for its Tennessee Honey label to coincide with Movember’s charity activities. Launched Monday, the promotion lets consumers draw a Daniel’s-style moustache made of Tennessee honey bees on a self-portrait using a new iPad app.
“Once it’s locked onto your face, you’ll see the Tennessee Honey Bees form. As long as you stay still, they aggregate and form around your face where the moustache is,” explained Chris Johnston, group account director at the brand’s Canadian digital agency, The Hive.
The Hive has arranged for brand ambassadors to visit about 60 bars across the country this month, which it expects will result in around 5,000 people testing out the app. Each person who participates will be offered a shot of the liquor.
Other alcohol brands have launched Movember-related promotions, including Rickards which designed a series of cans with stylized moustaches relating to each of its flavours. But Johnston is hoping the close association between Daniels and moustaches will make the Jack Daniel’s promotion a success. “Being a brand that is already built on the iconic nature of Jack Daniel, who happens to rock one of the coolest staches, made it kind of a perfect fit,” he said.
Though the promotion is associated with men’s health, Johnston said it was a hit with women in focus groups. Given that the sweet-tasting Tennessee Honey appeals to a more even split of female-to-male customers than other Jack Daniel’s liquors, Johnston was pleased with the results. “It was surprising to us the number of women that will take part in it,” he said. “Not just because it’s Tennessee Honey and it’s fun, but with the extra link of having the Movember tie-in. They’re more apt to do it because it’s for a cause,” he said.
Instead of donating money on a per-download or activation basis, the company will donate a lump sum to Movember. Brown-Forman Canada, which distributes Jack Daniel’s in Canada, declined to comment on the amount.
Brad Fletcher, the company’s managing director, said it tasked The Hive with creating both social buzz and a product trial, while also relating the promotion to the Movember charity. “The fact that The Hive has been able to do this while tying in to a health awareness cause that is so important to our core audience demonstrates their exceptional level of insight into the essence of our brand,” he said.
