COPYWRITER
Jägermeister
Showing people how to drink Jägermeister, the right way.
My role: Copy & strategy
In-Store
We contacted the LCBO and asked how they were selling Jägermeister in stores. They reported that Jäger is displayed at room temperature; not at -18°C. It's only served correctly when the marketing team gives out samples.
Our solution? Alongside sampling, install a larger version of Jäger's counter freezer to sell the bottles out of, and through signage, remind customers to place it in their freezer when they arrive home.
Experiential
The activation includes seasonal components: one for winter, and one for summer. Scroll through and click on the gallery below to get a feel for both experiences.
The YouTube review that inspired the campaign.
Campaign Process
Client
Jägermeister (Student Project)
The Big Idea
Until you drink it Korrekt
The Team
Nikeita MacMaster-McKillop and Caitlin Mahut
My Role
Copywriting & Strategy
Disclaimer
All photos, brands and advertising campaigns are being used strictly for student work, and non-commercial purposes only, and have no affiliation to the featured companies.
The Problem
The problem the brief identified is that people don't know that they're drinking Jägermeister wrong. It is meant to be consumed at exactly -18 degrees Celcius.
Key Insights
The main focus for the target audience is on psychographics versus demographics. The target thinks that Jägermeister tastes horrible, but they do not know that consuming it at -18 degrees Celcius makes it taste delicious. The target seeks authenticity, experiences, adventure and passion in life. Both Jägermeister and the target audience are adventurous, original and outspoken. Emerging trends among the target are imaginative twists in the cocktail category, sustainability, mindful drinking, fondness towards traditional and vintage aesthetics, as well as a trend towards holistic health and nature.