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Jägermeister unleashes ‘Zombie Outbreak’ for Halloween
German liqueur brand Jägermeister is rolling out a “Zombie Outbreak” activity for its UK on-trade partners.
Jägermeister’s Halloween activity is back for 2015, following bumper sales last year.
More than 4,000 limited edition Halloween-themed accessory packs will be available to customers purchasing two cases of stock – 12 bottles of Jägermeister or Jägermeister Spice – to “generate excitement”.
The activity follows a “hugely successful” 2014, which saw the biggest ever sales uplift during the Halloween season, the brand says.
For 2015, packs include a zombie makeup kit and three t-shirts for staff, along with 30 conical shot glasses, “Zombie Contamination” crime scene tape, and 30 pairs of zombie glasses for giveaways.
The packs also contain 15 tent cards, six posters in three different designs and a Halloween-themed drinks menu including two Jägermeister cocktails: “I Know What You Did Last Summer” and “From Dusk Til Dawn”.
Jägermeister is also running a competition to reward the best on-trade Halloween effort. Prizes include £500 cash, personalised Jägermeister bottles for staff, and cases of stock. Licensees can enter the competition by sharing pictures of bar staff dressed up in zombie attire on Instagram and Twitter using the #Jagerbarzombie hashtag.
Consumers can take part in a separate competition by sharing zombie-inspired photos on social channels. The prize includes a trip for four friends to the “Zombie Escape” experience in Stockholm.
Tim Hawley, consumer activation controller, Mast-Jaegermeister UK, commented: “Jägermeister sees the biggest uplift during Halloween in the on-trade, which is no surprise thanks to both our Zombie Outbreak marketing activity and the traditional orange and black branding of a spirit whose origins are shrouded in legend and mystique.
“Given our packs were in huge demand last year and sold out within two weeks, we’ve tripled the number of packs to ensure more venues can throw a successful Halloween night that will drive sales.”
In August this year, Jägermeister completed the acquisition of its US distributor, Sidney Frank Importing Company.