Understanding a brand's story is imperative in making it stand out in a crowded space. That's why when Jack Daniel's approached FINN to help launch its first 10-year aged whiskey in over 100 years, special attention was given to the process that makes this whiskey special. Mellowed over sugar maple charcoal before it is set to rest in an oak barrel, Jack has a distinct flavor unlike any on the market. So, when building a nationally distributed press kit, a hand crafted cedar box was burnt to a delicate char, allowing recipients to take in the brand's most valued expression before even twisting the cork. A tintype image of the original bottle adorned the interior. Complete with a Cashs of Ireland crystal old fashioned glass and a brass plated toast, the experience of receiving this whiskey is topped only by the first sip. The launch secured more than 124 news stories and social posts from around the world, resulting in more than 418.2 million impressions.
