Jägermeister unveils first major rebrand in its historyBy Nicola Carruthers
Jägermeister has revealed a new brand identity and campaign inspired by the “notion of perfection”, marking the first major rebrand in its 80-year history.
Be the Meister encourages consumers to be “meisters” of their own lives, with the mantra ‘do what you do masterfully and you can live by your own rules’.
The repositioning draws on Jägermeister’s heritage, using its “spirited irreverence and product perfection” to target millennials.
The notion of perfection remains at the forefront of the new campaign by highlighting the spirit the way it was intended, chilled and drank at -18 degrees Celsius.
With a bold and dark new look, the new campaign kicks off with a national television advertisement that draws from the drinkers of the underground bars and clubs of Berlin.
The spot takes viewers on a journey into a whimsical German nightclub where the crowd is led in a toast by the ‘Meister of Cold’, played by German supermodel Nadja Auermann.
“The re-launch celebrates the storied past and bright future of Jägermeister. Across every touch point, consumers will experience our irreverent spirit and commitment to crafted German perfection,” explains Chris Peddy, chief marketing officer, Mast-Jägermeister US.
“The new identity marks an exciting time for the brand. It’s not the most expected direction, but then again, Jägermeister has never ran with the herd. Expected isn’t Jägermeister’s thing.”
Following its television debut, Jägermeister’s new positioning will continue to roll out across the US in print, out-of-home and digital, as well as through in-store and on-premise bar activations.
The rebrand comes after the company’s name change to Mast-Jägermeister US, following its takeover by the German herbal liqueur producer in 2015.