Jack Daniel’s is aiming to outperform Coca-Cola in delivering festive spirit with X-mas commercials or at least introduce a new element to the celebration with the release of a new campaign, developed by Arnold Worldwide in Boston, with the “It’s not what’s under the tree that matters, it’s who’s around it” tagline. The Brown-Forman Corporation’s brand believes that the new ‘barrel tree’ approach will touch people’s hearts for years, and will become as iconic as Coca-Cola’s Christmas elements. “We hope it will be the start of a new tradition,” tells Carmen D’Ascendis, director of global marketing for Jack Daniel’s at Brown-Forman in Louisville, Ky, to The New York Times.