JÄGERMEISTER: "FORGE NEW TRADITIONS" HOLIDAY CAMPAIGN
Jägermeister tasked my team with creating a holiday activation to drive trial, cut through the seasonal clutter in stores, yet be big enough to extend across channels. Our Forge New Traditions campaign put unexpected twists on warm and fuzzy traditions, inspiring consumers to do the same and putting Jägermeister at the center of the festivities.
Produced in collaboration with our ATL team, this sizzle video educates the trade on how the campaign comes to life across channels.
Posters and shelf blades showed the breadth of the campaign, while driving viewers to share their traditions on social platforms.
POINT OF SALE
For select stores, we produced a premium inverted tree display, reinforcing how we're literally flipping traditions.
BOTTLE NECKERS
To help “meister” the party, a series of bottle neckers promoted food and drink recipes crafted by celebrity chef Chris Santos, and drove to a special holiday playlist on Spotify featuring classics remixed.
CAMPAIGN SELL SHEET
Our sell sheet gave an overview of the program to gain retailer buy-in, detailing how on- and off-premise POS merchandising could be customized and how the campaign was to be amplified above the line.
"REACH FOR THE DARKNESS" HALLOWEEN CAMPAIGN
Jägermeister is a dark spirit that’s been shrouded in mystery and folklore since its inception. What better time than Halloween to play up this brand attribute?
Partnering with our ATL team, we brought the Reach for the Darkness idea to life across in-store elements and beyond, driving trial while getting consumers in the Halloween spirit. To further engage our millennial target, a Shazam-powered scavenger hunt drove viewers to Shazam the Stag (on signage in stores or at bars) to unlock fright-and-delight content and a chance to win a Dark and Spirited Sweepstakes.
Results: In the course of eight weeks, the integrated campaign delivered 33M impressions. Over 1,500 users entered the Dark and Spirited Sweeps with two out of three who Shazamed our POS partaking in the experience to unlock more content.
POINT OF SALE
Disruptive POS displays brought the darkness to the forefront to literally grab your attention and drive trial.
PITS OF DARKNESS
To generate buzz and keep the brand top of mind, we commissioned guerrilla-style anamorphic 3D chalk renders and floor clings near nightlife hotspots in major markets. Here’s the South Beach installation:
CAMPAIGN SELL SHEET
Our program sell sheet gave overview to gain retailer buy-in, detailing how to merchandise POS elements on and off premise, while giving a full picture of the 360° campaign.
