Jack Daniel?s has redesigned its Web and mobile efforts to serve up relevant content to consumers based on the device they are using.

The whiskey brand worked with ad agency Arnold Worldwide on the new redesign initiative. Consumers can access the site by entering http://www.jackdaniels.com on their mobile or tablet browser.

?Jack Daniel?s is an iconic American brand built on craftsmanship, character and authenticity,? said Matt Howell, global chief digital officer at Arnold Worldwide. ?The new site is straightforward and stripped-down, with a design that focuses attention on the stories about its award-winning products and the culture from which they?ve grown.
 
?We wanted to tell these stories in a way that would reach the most people with the greatest relevance,? he said. ?In looking at the metrics, that meant designing for mobile.

?A big percentage of the visitors are in a bar or a kitchen looking for a drink recipe on a phone or a tablet, or are in a car, road-tripping to the historic distillery.?

Jack Daniel?s is the maker of the Jack Daniel?s Old No. 7 Tennessee Whiskey, Gentleman Jack Rare Tennessee Whiskey, Jack Daniel?s Single Barrel Tennessee Whiskey, Jack Daniel?s Tennessee Honey, Jack Daniel?s Tennessee Whiskey-Based Ready-to-Drink Beverages and Jack Daniel?s Country Cocktails.

Arnold Worldwide?s clients include Aetna, American Eagle Outfitters, Amtrak, Carnival Cruise Lines, CVS/pharmacy, Dell, Fidelity Investments, The Hershey Company, Huntington Bank, Jack Daniel's, Kohler, McDonald's, New Balance and Ocean Spray.

New design
According to Mr. Howell, the new Jack Daniel?s site is built on a responsive design grid system that scales dynamically in response to screen size.

When consumers access the site they are first prompted to enter their location, language and birth date information.

From there, users can learn more about the Jack Daniel?s brand and browse recipes.

?The new site also features upgraded video handling and better integration with social media to improve story telling and story sharing,? Mr. Howell said.

Getting the word out
To promote the new site redesign, Jack Daniels and Arnold Worldwide are using social media.

In the coming months, the companies will use paid media to drive more visits.

Jack Daniel?s has been paving the way in the mobile space.

In 2010, the company?s Tennessee Whiskey rolled out a mobile marketing campaign for its 160th birthday celebration, asking fans to sign a petition to make it a national holiday

Last year, Jack Daniel?s offered consumers a VIP trip of a lifetime to Las Vegas via a mobile campaign that features its new Tennessee Honey whiskey.

The company ran mobile banner ads within Pandora?s iPhone app. Additionally, when consumers clicked on the ad, they were redirected to a dedicated station (see story).

?All of our work, irrespective of channel, starts with the question of what would founder ? Mr. Jack ? think of what we?ve done,? Mr. Howell said.

?We feel he?d be proud of the stories we?re telling about the singular history of Jack Daniel?s, and of the utility that the site delivers to their valued consumers,? he said.

?Our work is a reflection of the craft and the deliberation that have built the brand. We couldn?t be prouder of the work.?

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York