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Jack Daniels Receives Unexpected Earned Media From an Obituary

By March 20, 2014February 9th, 2021Media Monitoring

You’ve heard of viral videos, but how about a viral obituary?

Walter Bruhl Jr., now dead, wrote his own obituary that was published in his local Cape Gazette newspaper. There a many notable lines, but a single mention of Jack Daniels has carried through in almost every mention of the obituary across online, social, radio and even TV:

“There will be no viewing since his wife refuses to honor his request to have him standing in the corner of the room with a glass of Jack Daniels in his hand so he would appear natural to visitors.” 

The story first struck a chord with his grandson, who then posted it to Reddit. News organizations picked it up from there, and the rest… is well, a viral story that includes Jack Daniels every step of the way:

Here’s the total number of television and radio mentions of Jack Daniels + Obituary (3/12/2014 – 3/20/2014):

TV: 120

Radio: 32

You can view the full text of the obituary, here.

Or watch sample coverage from one of the TV stations that covered this story:

Insights provided by the Critical Mention media monitoring service