Jack Daniels redesigns website

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Jack Daniel's has redesigned their global website JackDaniels.com, celebrating the legacy of storytelling.


The challenge

The art of storytelling has been at the heart of the brand since it began in the hills of Tennessee more than 150 years ago.

Working with agency FCB Chicago. The whisky brand wanted to bring into practice the brand's storytelling approach in a digital format, users will encounter unique touches throughout such as cinemagraphs that personify the slow-paced way of life in Lynchburg, TN, home of Jack Daniel's, and long-form written stories that give consumers the details for which they visit the site.

The solution

The new site features a 360 video tour of the distillery, discover sought after drink recipes and can interact with a time-lapse video that highlights the brand’s signature charcoal-making process.

Of equal importance to sharing the brand’s rich history, stories and unique whiskey-making process is the ability for markets around the world to customize the site experience for local consumers.

A CMS was built that powers the content of the site, allowing markets to add or remove products, add translated copy and build pages for local programs, contests or sweepstakes.

Since no additional site development is needed, this model is opening the door for smaller markets across the globe to provide consumers locally relevant digital experiences; the past model was often cost-prohibitive both in terms of basic brand content updates and local program additions.

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