Though it became relatively common to see alcohol brands pivoting to produce hand sanitiser, the – extremely nightlife focussed – liqueur brand opted instead to help those unable to work during lockdown through its #SaveTheNight campaign.

Detailed in a new report on WARC, How Jägermeister shifted from going out to staying in, #SaveTheNight was first launched back in April, when Michael Volke, chief executive officer of Mast-Jägermeister noted how “our brand and our company have been built in cooperation with passionate meister mixologists, bartenders, musicians and artists. For us, it’s self-evident that we now give back to them by implementing our hands-on initiative.”

What began as a desire to do something altruistic during the pandemic has become a rich storytelling platform which the brand is now looking to build on in the future.

“A lot of people were part of the success of Jägermeister over the course of the last couple of years,” Wolfgang Moeller, Global CMO Mast-Jägermeister, told a recent webinar, including those who contribute to the excitement of nightlife, but in the rush to lockdown “nobody was there for them – and we had to give back to these to these guys, to our partners out there.”

One way to alleviate hardship is to simply give direct financial support and there was some of that. But “what’s missing for all those creatives, and those who work at night, is platforms to perform,” said Tim Jerg, head of global brand management & digital marketing, Mast-Jägermeister. “And that was the thought we had – to really make sure they can keep going and keep doing what they do, bringing their creativity out there.”

The next step was simple. “We called those people we work with, and we just asked what’s going on, how are you affected? … And that was basically the starting point to come up with all these initiatives we finally had. It was really built bottom up.”

The fact it ended up running in more than 50 countries, Moeller suggested, was “another litmus test: the whole idea really resonated with a lot of people worldwide.”

Read the full story at: How Jägermeister shifted from going out to staying in

Sourced from WARC