A leather-clad bottle

A leather-clad bottle

What story to enhance Jack Daniel’s specific grounding on the whisky category and multiply its consumption occasions?

With a collector box, the agency directed the brand towards the world of motorbikes to ride the rock-and-leather-bracelet trend and anchor the “rebel” side of Jack Daniel’s.

Pixelis put strong focus on the new square format of its “star” bottle by dressing it in a leather sleeve with a zipper featuring a medallion engraved with “N°7”, the brand’s emblematic number.

 

Launch: 2,500 copies sold in a limited edition in Monoprix shops in September 2012.