The objective behind the Jack Daniel's Holiday Tree was to create an iconic holiday merchandising piece that encapsulates the holiday spirit, while emphasizing the brand equity behind Jack Daniel's. In the ever competitive holiday merchandising time frame, this superb display needed to be the center piece in high volume premium stores.
The assignment was to utilize in this case, original barrel staves from Jack Daniel's whiskey and build this "homemade" iconic holiday symbol. Structural integrity and uniqueness while portraying this holiday message was required. Additionally, accent lights were added to emphasize the open and airy feeling of this tree.
Jack Daniel's enjoys a dominant position in the 25 to 45 age group. For this iconic brand adapts well with male and female consumers of all ages. Brown Forman, in particular bourbons and whiskeys, have seen tremendous growth in the the past few years and Jack Daniel's has capitalized with effective targeted marketing to its consumers.
Jack Daniel's presented us with a unique opportunity to develop an iconic piece, while utilizing existing whiskey barrels from their distillery. Several types of furniture and display concepts were considered, yet the holiday tree was the clear winner. Several truck loads of barrels from the distillery were delivered to our plant for refurbication and rebuilding.
The unique challenge was the ability to work with "used goods", these barrels came straight from the distillery and had been abused, damaged and in some cases still had liquor inside them. We had to creatively cut these barrels into pieces, clean them to an acceptable level and then carefully build the structure behind this tree.
Several tests were needed to determine the gauge of steel, weld points and fastening hardware. This was to ensure that each stave stayed in place and did not move during transportation. It needed to maintain a consistent look from beginning to end. A weighted base with LED lighting was the core structure and properly engineered center steel pole provided support for multiple layers of tree. Topped with an attractive holiday wreath that encapsulates the brand.
This was one of the most challenging parts of the program. It was determined that it was best to ship the unit out fully assembled, as it would take an extended period of time for installers to put together. Therefore, great detail went into the packaging to ensure proper delivery to end distributor. These units were packed one per skid with an optional plug-in lighting system to enhance the imagery.
With over a 125 units placed strategically around the United States, this piece became the envy of all. Each store that received this display placed it front and center stage and had incredible sales results of a 40% increase from last year. During this critical selling time period, this display served as a center piece allowing multiple case stackings of all Jack Daniel's products including Tennessee Honey, Old #7, Gentlemen Jack and Tennessee Fire.
The opportunity to provide a sustainable solution, integrating existing whiskey barrels into an iconic holiday selling device was incredibly favorable to the brand and the retailer. Many brands put cardboard temporary displays up for the holdays, yet the holidays represent 60% of all sales. Jack Daniels chose to make their holiday piece the best in the category. They are already collecting barrels to rerun this piece or develop additional sustainable merchandising displays for next year.