Jack Daniels mailbox gets shoppers in spirit to spend
Because the holiday time period is the most important selling period for spirits brands, this display secures prime retailer floor space with a highly visible, eye-catching display. Playing off the brand’s “Holiday Greetings from Lynchburg, TN” tagline, it extends a greeting from Jack Daniels’ hometown, with the mailbox serving as a symbol of home. Messaging reminds shoppers the Jack Daniel Distillery has been sharing good tidings and Tennessee Whiskey with the world since 1866, and the family of brands has something for everyone’s gifting and entertaining list.
JACK DANIELS HOLIDAY MAILBOX DISPLAY | US
size 3.5 x 3.5 x 5 ft.
client FCBRed on behalf of Brown-Forman
POP type semi-permanent
product category beverage – wine and liquor
Contributing Shop! member:
Green Bay Packaging In Store
An authentic metal mailbox attached to a wooden post presents the brands’ iconic trademarks. A metal plate base provides stability. A battery-powered garland with blinking lights on top of the mailbox celebrates the season. Engineered to stand independently or be used with an accompanying corrugate fence, the display offers take-one postcards inside the mailbox. The postcards feature drink recipes that shoppers could mail to family and friends. Supplemental point-of-sale elements, such as case card and bottle neckers, are also produced to increase impact at retail.
Packed one per carton, the displays required minimal assembly at retail—mounting the mailbox to the post and base, and attaching the lighted garland. A simple color instruction sheet accompanied each display.
The brand received significant sales lift in retail locations that featured the display. On average, the brand reported a 31% increase in Jack Daniels sales during the period that the display was featured. Numerous retailers told the brand that they had been approached by customers asking to buy the display, and they were also asked who to contact to buy one. Initially launched for the 2018 season, the display was rerun by Jack Daniels for the 2019 holiday season.