Jack Daniel’s is introducing a television, online and poster campaign that celebrates Christmas with a 26-foot barrel tree made of 140 Jack Daniel’s barrels at the brand’s home in Lynchburg, Tennessee.

“We hope it will be the start of a new tradition,” said Carmen D’Ascendis, director of global marketing for Jack Daniel’s at Brown-Forman in Louisville, KY. The Jack Daniel’s campaign is being created by Arnold Worldwide in Boston, part of the Havas Worldwide unit of Havas.

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