A teaser campaign running in the style press, the tube and on the radio promotes 2,000 event nights in more than 1,000 city centre bars throughout September to its target audience of young drinkers.
The ads will carry the strapline: "Not everyone knows its Jack's birthday in September."
At the parties, guests will be given a free sample of Jack Daniel's and when they purchase their second shot of the drink, they will be given a pack of Jack Daniel's branded playing cards.
Denise Dewar, Jack Daniel's brand manager, said: "This execution of Jack's birthday campaign is testament to [Thehouse's] understanding of the mixture of the heritage and youth appeal that is so unique to the brand."
The campaign is Jack Daniel's biggest campaign spend to date. It is the first creative work that Bath-based integrated agency Thehouse has created for the brand, following its appointment to Jack Daniel's below-the-line task.
Graham Massey, managing director of Thehouse, said: "Our teaser campaign in the style press and on the tube ensures that we reach consumers in a memorable and effective way. Combined with the promotional activity, we are confident that the month of September will soon become synonymous among our target audience with the birthday of Jack Daniel's."
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