Jägermeister to air first UK TV advert

Jägermeister is to air its first ever television commercial in the UK next month to encourage consumers to take up its signature ice-cold shot serve.

Jagermeister’s fist UK TV advert, Journey to Surf, underpins the brand’s signature ice-cold shot serve

The herbal liqueur, which is the UK’s third best-selling spirit and number one speciality brand, will debut its inaugural TV advert during England’s friendly football match against Denmark on ITV1 on 5 March.

The advert, named Journey to Surf, follows the path of a group of male friends on an icy road trip to surf the freezing-cold waters of Iceland, finishing their day with a shot of ice-cold Jägermeister.

Shot in 30, 40 and 60-second formats, the advert will be supported by digital and cinema advertising as it runs on key channels for eight weeks, targeting 18-35-year-old men.

Nicole Goodwin, Jägermeister UK group marketing manager, said: “This is another exciting first for Jägermeister in the UK as we step up our campaign to connect with our core consumers.

“The new advert was created in the true character of Jägermeister using real friends and no scripts so that the finished film focuses on those unique bonding moments you only get with your mates.”

She added that the new advert is designed to help reinforce the brand’s signature serve of an ice-cold shot, moving it away from the popular Jäger Bomb that is driving UK on-trade sales.

“The new advert is set to raise awareness amongst core consumers, keeping the brand at the forefront of their minds as they head out for drinks with their friends, or to the shops to stock up for a big night in.

“The activity demonstrates our commitment to supporting the UK market and our trade partners who will be able to capitalise on sales through the TV campaign and supporting channel executions.”

The UK is one of the largest markets for Jägermeister, contributing 428,000 8.4-litre cases to its annual global volumes, which are up 18.9% year-on-year.