We provided gift buyers with giftwrap paper and labels, by placing a page of Jack Daniels “wrapping paper” in the centre of London’s Metro morning newspaper. People could simply tear out the page, then buy a bottle of Jack… For every person who tore out the page, there were countless more who thought about doing it. And every single reader could recognise the JD logo and see the brand doing something clever and different.

500,000 copies of Metro newspaper took the JD Wrapping paper to young London commuters in the week before Christmas in a unique format which no other brand could copy or own. A single newspaper DPS gave Jack Daniels unique visibility and reinforced the brand’s positioning as clever and different.