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Brown-Forman Canada begins Code of Jack promotion

Brown-Forman Canada has begun a national promotion in support of its Jack Daniel's whiskey brand. The contest initiative, developed by The Hive of Toronto, encourages consumers to submit suggested rules for life to be included in a "Code of Jack." Suggestions can be submitted online at <http://www.thecodeofjack.com>. A judging panel will select 20 finalists to be subjected to public voting. The entrant who receives the most votes will win a trip for two to Lynchburg, TN, the location of the Jack Daniel's distillery. The promotion also includes on-premise activities in 70 bars located in Vancouver, Calgary, Toronto, Montreal and Quebec City. At each participating bar, promotional workers will conduct a series of events during which consumers will encouraged to enter the contest. The campaign will run until the end of October. "The Code of Jack promotion is really a perfect blend of the old and the new, resulting in a completely fresh and innovative brand activation program for Jack Daniel's," said Rick Shaver, vice-president of The Hive.

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