We Don't Do Passive

JägermeisterJäger Spice

Jägermeister’s first campaign in the US repositioned the brand from a catalyst to debauchery to a strong drink for strong men with strong bonds.


Logo for Jägermeister

Services

  • Brand & Creative Strategy
  • Brand & Campaign Creative

Outputs

  • Brand Positioning
  • Tone of Voice
  • Visual Identity & Design
  • Branded Content Series
  • TV & CTV
  • Print & OOH

Impact

  • 52-point Surge in Brand Impression Score Among Target Audience

Brand Rejuvenation

The renowned cordial, Jägermeister, was facing a branding issue; it was no longer appealing to the newer generation of consumers. There was a clear need to rejuvenate its image and connect with both previous and prospective customers who had shifted away from or never connected with the brand.

Creating Stronger Bonds

The brand's rich history, which had been somewhat overlooked, was its strength. Jägermeister has always been a potent drink that facilitates bonding among its consumers. By focusing on this brand truth, there was an opportunity to emphasize its role in fostering "Stronger Bonds" among groups, particularly men.

Full 360:

The Many, as the Agency of Record, embarked on a journey to narrate the grand story of Jägermeister, the eighth-largest premium spirit liquor. This was done through a comprehensive 360-degree campaign encompassing TV, branded content, social media, outdoor advertising, and point of sale. The outdoor execution was particularly tailored to specific locations, connecting the brand's new tone to local truths, leading to more than 600 boards across eight cities, including two in Spanish.

Significant Success

The multifaceted campaign yielded significant success, with a whopping 52-point surge in the brand impression score among the target audience. This result indicates a robust revitalization of the brand's image in the minds of the target demographic, rejuvenating its position in the market.

Brand Impression Score Increase

Points

The Many

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Project Details
Brand Engagement
Brand Activation
Brand & Campaign Creative
Traditional Medium Assets
Measurement & Analytics Strategy
Execution
Experiential Activations
Brand Action
Visual Identity & Design
Brand Response
Media & Investment Strategy
Brand Equity
Media & Analytics
Social & Content Strategy
Campaign Creative
Brand & Creative Strategy
Always-On Fast Media & Creator Content
Long Form Content
Content
In-Store
Influencer & Creator
Channel Analysis & Strategy
Brand Positioning
Organic Social
Social Activations
Community Management
Brand Positioning
Visual Identity
Display & Programmatic
Brand Book
Performance Modeling
OOH
Digital Video
Communications Planning
Branded Film
Measurement Strategy
Brand Personas & TOV
Long-Form
Social Playbook
Tone of Voice
In-Platform Execution
Measurement Reporting
Documentary
TV & CTV
Design
Meta Content
Web Testing & Execution
Print & OOH
Documentaries
Go-To-Market Planning
Brand Book
Custom Research
TikTok/Reels/Shorts
Portfolio Planning
AR & VR Experiential
Branded Content Series
Explainer & Testimonials
Social Planning
Brand Portfolio Planning
Influencer Management
Brand Health Analysis
Paid Media Planning
Audio & Podcasts
Testing Strategy
Strategy
Dashboard Development
Brand Event Activation
Brand Programming
Video
Strategic Partnerships
Campaign Creative
Creative Platform
Market Analysis
Competitive & Category Analysis
Social Spaces
Television
Target Definition & Sizing
Media Buying
Creator Collaboration
Visual Identity & Design
Stunt Activations
Media Mix Modeling