SOURCE: Arnold Worldwide

Arnold Worldwide

June 04, 2012 15:30 ET

Jack Daniel's Introduces Responsive Design Brand Website:

First Redesign in Five Years Created in Partnership With Arnold Worldwide

BOSTON, MA--(Marketwire - Jun 4, 2012) - Jack Daniel's, along with ad agency Arnold Worldwide, has unveiled, a responsively designed website. The global site adapts to the device it is viewed on, whether a desktop, tablet or mobile. As the number of devices, platforms and browsers grow, and as consumers increasingly access brand, product and service information on the go, the updated site allows for Jack Daniel's to serve up relevant content to the visitor based on the device being used.

"At Jack Daniel's, we believe that to transcend the ordinary, the brand must demonstrate its craftsmanship not only in whiskey, but in everything we do, including digital communication," said Carmen D'Ascendis, Director of Global Marketing for Jack Daniel's. "Both technology and the way our friends consume media have changed since we last updated our website. Recognizing the desire for mobility, Arnold brought the most sought-after information to the forefront using a simple, intuitive navigation system. By doing so they have created a site that promotes deeper engagement with the brand through a richer content experience."

When visitors enter, they are welcomed with a scrolling, multimedia timeline of key moments throughout the brand's 137-year history. With the goal of creating an experience as unique as Jack Daniel's, the content includes videos, photos, product information, company news and interesting historical facts to give an insider's look at the brand. Through Facebook integration, visitors can "Like," comment and share content.

In addition to the multimedia timeline, the site features five key content areas:

No 1. Whiskey
Offers information on Jack Daniel's family of products.

No 2. Visit Us
Provides information about visiting the Jack Daniel's Distillery in Lynchburg, Tenn.

No 3. Recipes
Presents a variety of cocktail and food recipes that incorporate Jack Daniel's products.

No 4. Experience
Engages enthusiasts with added-value content that offers a deeper immersion into brand and its initiatives.

No 5. The Store
Directs the user to an e-commerce site to purchase a wide range of collectible Jack Daniel's merchandise.

The site will be available in 185 countries, initially with seven different English versions. Continuing forward, the site will be localized for all major global markets with local market content and translations.

Pete Favat, Chief Creative Officer of Arnold Boston, added, "Jack Daniel's is a brand that has always stood apart from the crowd, and the new site reflects this. Not only can enthusiast access relevant content from wherever they are and with any device, the experience will be continuously enriched with fresh content. Most impressive, by using an agile build strategy, the team behind the site created it -- from concept to launch -- in only 15 weeks."

About Jack Daniel's
Officially registered by the U.S. Government in 1866 and based in Lynchburg, Tenn., the Jack Daniel Distillery, Lem Motlow, proprietor, is the oldest registered distillery in the United States and is on the National Register of Historic Places. Jack Daniel's is the maker of the world-famous Jack Daniel's Old No. 7 Tennessee Whiskey, Gentleman Jack Rare Tennessee Whiskey, Jack Daniel's Single Barrel Tennessee Whiskey, Jack Daniel's Tennessee Honey, Jack Daniel's Tennessee Whiskey-Based Ready-to-Drink Beverages and Jack Daniel's Country Cocktails.

About Arnold Worldwide
Arnold is a global communications company and one of the top five most creatively awarded agencies of the past decade. We are proud to represent a diverse portfolio of clients, including Aetna, American Eagle Outfitters, Amtrak, Carnival Cruise Lines, CVS/pharmacy, Dell, Fidelity Investments, The Hershey Company, Huntington Bank, Jack Daniel's, Kohler, McDonald's, New Balance, Ocean Spray, Panasonic, Pearle Vision, Progressive, Sanofi-Aventis, Titleist, truth®, Tyson Foods, Unilever, University of Phoenix, Vertex, Volvo and many other great brands. Arnold delivers services across all communication touch points -- advertising, digital, promotions, direct, design, branded content -- and is part of Havas Worldwide with offices in Boston, New York, Washington DC, Toronto, London, Amsterdam, Prague, Milan, Madrid, Moscow, Lisbon, Sydney, São Paulo and Shanghai.

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