Campaign details
Brand: JägermeisterBrand owner: Mast-JägermeisterEntrant company: BBDO China - China (mainland)Idea creation: BBDO ShanghaiMarket: Greater ChinaSector: Alcoholic drinksMedia channels: Word of mouth, Influencers, KOLs, Online videoBudget: Up to 500k
Executive summary
As a world-recognized liquor brand, Jägermeister earned fame with its signature green glass bottle and stag logo. However, as the brand rose to fame, Chinese copy-cat brands began to emerge, taking on the identity of Jäger imitating the product’s iconic traits – misleading its consumers and ultimately stealing sales. Consumers were mistaking the...