Jack Daniel’s new campaign is all about authenticity. Knowing the importance of realness and storytelling to (21+) Millennials, the brand has created a Tales of Whiskey site to showcase “tales of mischief, revelry and occasionally, whiskey” told by real bartenders, bar owners, patrons, and regulars. The stories range from bizarre to funny, and the interactive site allows visitors to explore them via cinemagraphs and audio clips, with little mention of the brand itself. (Mediapost)
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