Jägermeister
Showing people how to drink Jägermeister, the right way.
My role: Strategy and Art Direction
Social
For our social posts, the experiential component shown at the bottom of the page will be advertised. We will give people an idea of what their "ice-cold" evening with Jägermeister would look like.
We will encourage them to share pictures of their experience at the activation on their socials and tag Jägermeister for a chance to win a trip to Oktoberfest in Germany.
In Store
We contacted the LCBO and asked how they were selling Jägermeister in stores. They reported that Jäger is displayed at room temperature; not at -18°C. It's only served correctly when the marketing team gives out samples.
Our solution? Alongside sampling, install a larger version of Jäger's counter freezer to sell the bottles out of, and through signage, remind customers to place it in their freezer when they arrive home.
Experiential
The activation includes seasonal components: one for winter, and one for summer.
Scroll through and click on the gallery below to get a feel for both experiences
The YouTube review that inspired the campaign.
Campaign Process
The Big Idea
Until you drink it Korrekt
The Problem
The problem the brief identified is that people don't know that they're drinking Jägermeister wrong. It is meant to be consumed at exactly -18 degrees Celcius.
The Team
Caitlin Mahut and Nikeita MacMaster-McKillop
Key Insights
My Role
Strategy & Art Direction
The main focus for the target audience is on psychographics versus demographics. The target thinks that Jägermeister tastes horrible, but they do not know that consuming it at -18 degrees Celcius makes it taste delicious. The target seeks authenticity, experiences, adventure and passion in life. Both Jägermeister and the target audience are adventurous, original and outspoken. Emerging trends among the target are imaginative twists in the cocktail category, sustainability, mindful drinking, fondness towards traditional and vintage aesthetics, as well as a trend towards holistic health and nature.