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This celebration of the Jack Daniels brand consists of a user-friendly interface that enhances the brand image and relevance among a Web-savvy audience. In keeping with the brand tone and manner, its most notable characteristics are an upfront interface, straightforward navigation model and simple and intuitive architecture. In order to get visitors through the content with the least amount of effort, a full site map appears on mouseover of any of the main sections; all levels are presented in a single glance so visitors can grasp the information structure. One of the more unique elements is the requisite global age screener, that also enables visitors to change the site language and all copy from the default English.

• Development took 20 people close to 2 years—much of that time consumed by extensive consumer research.
 
• Once the content has been translated the site will be viewable in approximately fifteen languages.

• Comparing May 2006 through September 2006 to the same period in 2007, page views were up 119 percent. After declining the first two months following the launch, time spent on the site is up 46 percent compared to the same period in 2006.
 

www.jackdaniels.com

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