Campaign details
Brand: JägermeisterAgency: Bray Leino
Summary
Jägermeister has a strong character, a clearly defined place in people's minds and a clear role in their socialising. This strength drives the brand's success in bars and clubs.
However, when the number of on-trade outlets is in steady decline and you need to look for sales elsewhere, having such a strong association with a specific occasion and mood is less helpful.
With Jägermeister so dependent on the on-trade, looking for increased off-trade sales was an obvious goal, but the difference between most low-energy at-home occasions and Jägermeister's high-energy image...