The Tennessee Fire imagery will be projected onto buildings within what the brand considers to be 'key drinking hubs' in the cities of London, Manchester and Glasgow.
Jack Daniel's has opted to conduct the activity on Bonfire Night to highlight the link between the new beverage and memorable nights that bring people together.
It is also looking to drive awareness of the new product among its target market of 19 to 29-year old males, including existing and new Jack Daniel's consumers.
The light projection forms part of a broader out of home campaign for the product. The brand has partnered with media planner and buyer Kinetic to install 2D bottles across three locations – Old Street and Mile End in London, as well as Manchester's London Road.
The bottles protrude outwards, and lighting has been installed behind them so that they are illuminated at night. The signage was unveiled on Monday (2 November) and will remain in situ for two weeks.