Jägermeister relaunches Craft the Moment TV ad

Mast-Jägermeister UK has invested more than £2 million (US$2.5m) in reviving its Craft the Moment campaign this year, as it drives brand awareness ahead of the “crucial” summer months with a new TV advert.

The advert features a group of friends working together to construct a 14 metre high stag statue by hand

The campaign relaunched following research that brand awareness amongst target consumers was at its peak when the advert was live in 2016.

The Craft the Moment creative, which features a group of friends working together to construct a 14 metre high stag statue by hand, will hit TV screens over the Easter period from 10 April to 21 May.

The campaign is set to reach 65% of men aged between 18 and 34 – more than four million consumers in total – who will see the advert a minimum of four times on the UK’s most popular channels, including Channel 4 and Sky.

“Altering consumer perceptions of a brand takes years of rigorous, strategic marketing practices, and the research we have done validates our tactics and shows we’re shifting brand image, making Jägermeister more premium and worth paying more for in the eyes of our consumers,” said Nicole Goodwin, Mast-Jägermeister UK marketing director.

“Communication platforms such as digital media and in-outlet activation are crucial, and we’re investing heavily in these areas, but TV advertising is still in the Top 3 effective media awareness touch points for Jägermeister.

“We’re already performing well in the on- and off-trade sectors, currently growing at +7.5%^ and +3.1%~ respectively, and we’re confident another boost of the Craft the Moment campaign will drive further awareness to boost sales for our customers through the summer months.”

Last month, Mast-Jägermeister launched Manifest, the first super-premium line-extension in its 80-year history, which is “designed to appeal to the more discerning drinker”.