Jägermeister embarks on fresh UK marketing drive

Herbal liqueur brand Jägermeister has launched a £1 million (US$1.28m) UK advertising campaign that it hopes will deliver 30m impressions in the run up to Christmas.

The new advert is part of Jägermeister’s Be the Meister creative campaign

The campaign, which targets 18-24 year-olds, launches across the UK tomorrow (13 November) and forms part of Jägermeister’s Be the Meister global creative campaign – which draws on the spirit’s heritage.

Created by Opperman Weiss in the USA, the 15- and 30-second adverts take viewers on a journey into a “whimsical” German nightclub, where the crowd is led in a toast by the ‘meister of cold’ – played by supermodel Nadja Auermann.

Nicole Goodwin, marketing director at Mast-Jaegermeister UK, said: “Jägermeister’s DNA is rooted in its distinctive irreverent nature, introduced and mastered by the creator, Curt Mast, who himself boasted an ‘irreverent and entrepreneurial spirit’.

“Our digital ad campaign reflects this and is designed to appeal to our youth audience and empower them to be their own meister.”

Be the Meister will air on broadcast and non-broadcast video on demand channels, including Channel 4, Ladbible and nme.com, and will be promoted on Jägermeister’s YouTube channel and social media platforms.

The eight-week campaign is set to achieve almost 30 million impressions across all platforms and around 12 million video views in total.

Last month, the herbal liqueur brand launched a limited edition off-trade pack that included two shot glasses.