Jägermeister seeks to boost sales with new campaign

Following the revelation it is struggling against “competitive pricing” in the US, Jägermeister has launched a new nationwide campaign to help reignite declining sales.

Jägermeister has launched a new campaign in the US following disappointing sales in the region

The herbal liqueur brand has launched its “56 Parts. Best as One” campaign in the wake of reporting an overall sales decline of 5.6% to 87.1 million 700ml bottles in 2014.

Brand owner Mast-Jägermeister blamed the decline on a combination of “extremely aggressive” pricing by competitors and changing consumer trends in the US, which resulted in lower sales and stock adjustments.

Its new “56 parts. Best as one” campaign has now launched across the US, marking the brand’s latest bid to spark consumer interest in the region.

Under the guidance of New York-based agency Deutsch, the campaign seeks to inform consumers of the “craftsmanship that goes into each bottle”, focusing on its 56 ingredients.

Three artists were recruited to create individual illustrations for the campaign, which were then built into wooden plaques measuring more than 6-feet in length – reflecting the oak barrels in which Jagermeister is aged.

Each artwork is constructed from 56 hand-painted wooden parts to reflect the number of its ingredients.

“Jägermeister has a fascinating and unique history that many are unaware of,” said Marcus Thieme, Jägermeister’s regional director for North America.

“Inspired by the legend of St. Hubertus, Jägermeister’s secret recipe is comprised of 56 different ingredients, ages in oak barrels for a year and undergoes 383 quality checks.

“The wood carvings created for this campaign are an extra effort that represents the unmatched care that goes into making Jägermeister with an execution as unique as the brand itself.”

The “56 Parts. Best as One” campaign is launching in 56 cities across print, mobile and social media.