Jägermeister and Primal Scream partner for Halloween

Jägermeister has recruited Primal Scream bassist Simone Marie Butler to star in a new Halloween campaign, called Things Aren’t Always As They Seem.

The campaign aims to reflect the German liqueur’s dark, mysterious nature

Jägermeister’s campaign features “eerie animations, videos and soundtracks that will immerse consumers in a world of hidden layers and secret messages”. It is designed to drive sales around Halloween.

The campaign has been launched across all of Jägermeister’s social media platforms. It features images meant to put consumers in mind of “classic horror stories and the forests of Saxony”. Posters, bunting, and stickers will all be available for the on-trade.

The four characters from the videos, known as “The Cursed Four”, will also feature on bespoke Halloween 2cl miniatures of Jägermeister.

Jägermeister notes that its rate of sales increase by 34% during the Halloween period.

Nicole Goodwin, Mast-Jägermeister UK marketing director said: “Halloween is now a crucial date in the social calendars of our target audience and Jägermeister is the brand the consumers want to see, hence why it’s a top selling spirit. For 2017 we’ve moved beyond zombies to a campaign that’s intriguing, mind-bending, suggestive and distinctly German with an edge.”

Goodwin also noted that online markets are now key in driving interest in products: “We’re focusing on digital because that’s where our consumers are engaging with content, but our point-of-sale kits are bigger and cooler than ever and we’re working collaboratively with customers in venues and across their social channels to maximise awareness for all parties.”

Consumers can also get involved via an in-outlet sampling campaign which will roll out across Glasgow, Liverpool, Manchester, Bristol, Cardiff, Birmingham and London.

Earlier this week, The Spirits Business revealed the history behind the popular German liqueur.