Jägermeister
Re-inventing an iconic spirit.
To be relevant to the newest generation (of legal drinking age), as well as a new targeted consumer, Jägermeister sought to elevate their brand perception. This required revamping their global image and presence online—aligning with a more sophisticated aesthetic, while still paying homage to their German roots. A task of this magnitude required a complete brand refresh, redesign, dedication, and a lot of imagination.
Referencing Bauhaus design, and borrowing from 1920’s Berlin nightlife, Jagermeister.com was relaunched and adapted for all global markets.
Featuring sophisticated cocktails and signature drinks, the unique history and legend of the brand, and new collaborations with musicians, artists and events—every aspect mirrored the new brand expression, allowing the site to deliver a premium experience matching its ambition.
A targeted storytelling approach was created to bring authenticity and relevancy to the fore while establishing the brand as ‘mysteriously dark’. One of such expressions was Follow the Stag. Created for Instagram, this content series explored artistry and nightlife in Berlin while delivering fresh weekly content.
Bespoke campaigns elevated the drink itself, enabling consumers to better understand the complexity of the herbal liqueur made from 56 ingredients.
‘Taste Remastered’ achieved this by matching each flavor profile with sound-waves to amplify the flavor in a blind tasting. This culminated in a unique composition by Berlin DJ Sam Shure, reimagining the audio samples to deliver music and accompanying music video, creating a visceral experience—portraying Jägermeister like never before.
New product launches as well as seasonal campaigns reinforced the new brand image, providing inspiration and seamless adaptation into local markets.
Impact
Every aspect of digital was refreshed, relevant content was created, and a new storytelling approach all ensured the solutions fulfilled the ambition. This resulted in a drastic uptick in click-through and dwell time on .com as well as positive press reinforcing improved brand perception and recognition. These efforts allowed Jägermeister to improve its overall Brand Ranking—moving it into the top 5 in the Spirits category worldwide.
Agency: AKQA
Client: Jägermeister (Global)
Role: Group Creative Director
Video/content production: Cascade
