Jack Daniel's always geared up for football season. But there was an opportunity to leverage football fanaticism to get Jack's cleated foot into the tailgating arena.

Just give football fans/drinkers a set of rules to "play" by. Get them out there at multiple touchpoints. And make them engaging from the stadium blacktop to the backyard to the bar. To allow fans to distinguish themselves from the stereotypical tailgater. And remind them what it means to be a Jack man or woman—it's more than how you carry yourself, it's how your carry your cocktail, too.

Because no matter what your team colors, true fandom is always black and white.

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