“Maestro, cue the music…” (insert Frank Sinatra song “My Way” ). Toronto-based The Hive is putting the finishing touches on its latest campaign for Jack Daniel’s and its Jack Daniel’s Sinatra Select, an ultra-premium whiskey now available throughout Ontario.
A lifelong fan of Jack Daniel’s whiskey, which he called “the nectar of the gods”, Frank Sinatra was – per his wishes – actually buried with a full flask of Jack when he died in 1998. A close personal friend of one of Jack Daniel’s first brand salesmen in the U.S., Sinatra typically used to open all of his live shows with a toast of Jack.
“We haven’t missed a single detail,” says The Hive Vice-President Rick Shaver, “from rolling out the orange (Frank’s favorite color) carpet to having a smoky jazz singer on stage to having all the bar staff dressed in black and white and wearing fedoras tilted to one side, and of course samples of Sinatra Select, everything will be reminiscent of the romantic era of Ol’ Blue Eyes.”
To honour such brand devotion from one of the most influential and enduring entertainment stars of the last century, Brown-Forman Canada is bringing Sinatra Select to the Canadian market, and having a launch party in Toronto, November 27 – organized by The Hive. The agency is taking the lead on this campaign including invitations, signage, POP materials and on-premises collateral, right down to Sinatra-inspired cocktail napkins and swizzle sticks.