If you have ever travelled on the London underground you will almost certainly have seen a Jack Daniel’s cross track poster.
Every poster tells a different story – the lead character is usually the founder Jack Daniels (Mr Jack) who started his distillery in 1866 in Lynchburg Tennessee so this year is their 150th anniversary.
However, there’s a lot more to tell about the making of the product, the people who make it, the town of Lynchburg where it’s made and lots of other traditions. One of these traditions is quoted in the latest poster below. The tradition is a FREE bottle of Jack Daniel’s for every employee on the first Friday of the month.
At around 10 posters per year, this campaign theme has been running for over 30 years and stems from the 1950’s company marketing strategy of “telling not selling” which has been followed to the letter ever since.
Earlier this year Jack Daniel’s became the largest selling whisky in the UK overtaking Famous Grouse.
Now that’s quite extraordinary for an American whiskey to come over to the UK – the home of Scotch whisky – and overtake the leaders.
It does show the cumulative power of 300 stories told and not sold.
How many stories can you tell about yourself and your brand? If you haven’t started yet, we suggest you start creating them now. As the old saying goes “Facts tell, stories sell”.