Case Study

Jack Daniel’s “Handmade Music”

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The Tennessee Squire Association was created more than 50 years ago to recognize Jack Daniel’s most loyal and responsible consumers. Nothing is asked of Squires other than their good will and friendship.

DVL Seigenthaler turned a printed calendar for the Jack Daniel’s Tennessee Squire Association into a multimedia piece with a series of video webisodes. The selected video shown here spotlights a Lynchburg, Tennessee, native who is as authentic and resourceful as they come. Jack Daniel’s is extending the life of the videos by featuring them on

Still image from video of gas can guitar DVL Seigenthaler produced for Jack Daniel's webisode

Challenges / Objectives / Implementation

  • Reinforce brand values, extend the ongoing dialogue and deepen the relationship and brand loyalty of this very important consumer group.
  • Emotionally engage the target audience by developing this first-person video to accompany the printed calendar.
  • Reinforce the historical and long-standing relationship between Jack Daniel’s and music.
  • Drive traffic to a password-protected website.


This video webisode that accompanied the 2014 Jack Daniel’s Tennessee Squire Association Calendar achieved its objectives and was remarkably successful on a number of levels. The positive comments sent to the Jack Daniel Distillery by squire members regarding the calendar more than tripled from the prior year. In addition, squire website traffic increased 10 percent in the months the video was featured.