An experience served ice kühl

 OBJECTIVE:

Shift taste perceptions through brand education boosting long term sales in key designated markets.

 

STRATEGY:

Highlight the ingredients of the spirit, showcase how Jägermeister is the best served, and encourage moments of Prost (German for “cheers”), by getting liquid to lips.

What We Did

» Created a game to introduce consumers to 6 of the most prolific tasting notes in the mysterious 56 ingredients formula, allowing them to pull out flavor profiles in the drink.

» Produced a stunning life-sized geometric stag, accompanied by a mysterious ice queen Huntress (Jager means hunter) to educate consumers that the aperitif is best served (“ice kühl” at exactly -18°C) serving samples on an ice-cold dish, with a thermometer demonstrating the perfect temperature.

» Encouraged photos with Jägermeister snapchat filter to amplify the experience and create memorable moments to Prost.

» Distributed over 97,000 samples across 22 markets.