MDA delivers fulfilment support contract for Jack’s Birthday
Bacardi Brown-Forman selected MDA as its fulfilment partner for one of the biggest campaigns in its history – Jack’s Birthday 2012.
The month long celebration of the Jack Daniel’s brand saw on-trade targeted with over 9,000 birthday promotional packages throughout September – from instant win to glassware visibility kits – with the campaign culminating in a 600-crowd indie gig in The Devil’s Arse cave in the Peak District.
MDA, which also supports national marketing initiatives for the like of Coca Cola and Kraft, was selected after successfully delivering fulfilment services to the Jack’s Birthday campaigns since 2009.
Dale Stokes, managing director of MDA, said: “This annual event that celebrates the heritage and story behind the Jack Daniel’s brand is an absolute pleasure for MDA to be involved in, and it’s something the team looks forward to every year.
“It gives us the opportunity to showcase our flexibility, powerful in-house technology and contract packing capabilities to an internationally renowned brand. With such a high-level initiative it’s essential our planning, management and execution is intelligent and comprehensive – a target we have when dealing with all our clients.
“We are supremely confident Jack’s Birthday 2012 has been a standout success and we look forward to our partnership with Bacardi continuing for many years to come.”
The 9,000 kits included instant win birthday kits, giving ‘players’ the chance to win tickets to the Devil’s Arse gig as well as instant gratification rewards such as Jack Daniel’s Stetsons and T-shirts.