ENCORE SNAGS U.S. BUSINESS
By Adnews Staff
Encore Strategic Marketing of Toronto has been handed a piece of U.S. business. The agency is handling sales promotion activities for Brown Forman Beverages Worldwide of Louisville, Kentucky, makers of such liquor brands as Jack Daniel's, Southern Comfort and Finlandia vodka. Encore won the business without a review. Brown Forman was familiar with work the agency has done for U.S. breweries. The company's previous agency, Draft Worldwide of Chicago, still handles some sales promotion activities for Brown Forman. Encore's first sales promotion for Brown Forman will be launched in September. Called Crack Jack's Safe, the promotion is based on the true story of Jack Daniel and the safe in his distillery. Early this century, Jack forgot the combination to his safe in his office. To get it open, he kicked it and ended up breaking his toe. Jack died as a result of gangrene which set into the toe. The safe still exists in Jack's old office in Tennessee. Consumers will have a chance to win replicas of the safe and cash prizes through bars, media co-promotions and at PR events by opening a replica safe. Other upcoming promotions include a billiards and pool promotion and interactive activities that focus on the Jack Daniel's bottle label graphics.