Jagermeister: Strange but true
Nicola Swankie
Campaign details
Brand owner: Brown FormanLead agency: SOCiETYContributing agency: UMBrand: JagermeisterCountry: AustraliaIndustry: Spirits, liqueursChannels used: Outdoor, out-of-home, Social media Media budget: Up to 500k
Executive summary
This case study describes how Jägermeister raised its Australian profile by hingeing on the idea of male banter.
Jägermeister, the once great spirit, had fallen on hard times and sales were now at an all-time low: Jägermeister needed to reposition and find new social relevance for 18- to 28-year-old males by discovering what...