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Brown-Forman Canada begins Bee Beardify promotion

Brown-Forman Canada has begun a national in-bar promotion called "Bee Beardify" in support of its Jack Daniel's Tennessee Honey whiskey brand. The promotion, developed by The Hive of Toronto, is tied to the international Movember men's health awareness initiative. Until the end of the month, promotional workers will visit participating bars to conduct sampling of the beverage. The workers will also invite consumers to use a tablet application to create the image of a beard made of bees on a picture of themselves, after the fashion of Jack Daniel's facial hair. Images can then be shared via social media websites. The application is also available for download. Brown-Forman Canada will also make a donation to Movember Canada, which funds awareness programs related to men's health issues such as mental health and prostate cancer. "This is a highly innovative brand activation program that, at once, leverages the iconic brand image of Jack Daniel's and builds awareness and trial of an exciting new product in our portfolio," said Brad Fletcher, managing director of Brown-Forman Canada. "The fact that The Hive has been able to do this while tying in to a health awareness cause that is so important to our core target audience demonstrates their exceptional level of insight into the essence of our brand." The promotion is not officially affiliated with Movember Canada.

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