Jägermeister has unveiled a new nationwide 360-degree campaign to drive awareness of the brand and its new hero serve, the Jägermeister Mule, backed by a marketing investment of over half a million pounds.
With consumer education, engagement and sampling at its core, the new ‘Mix it Up for Summer’ campaign comprises events, sampling, out-of-home advertising, point-of-sale materials, on-pack promotions, PR and a new social and digital campaign.
Designed to showcase the versatility of Jägermeister, the UK’s favourite speciality liqueur, the campaign celebrates the perfect serve, the ice cold shot, whilst offering a refreshing long drink option, ideal for summer occasions. The Jägermeister Mule brings Jägermeister, ginger beer, a lime wedge and slice of cucumber together and can be enjoyed as a single serve or as part of a sharing option.
Jägermeister’s Mix it Up for Summer campaign has been carefully developed with both the trade and consumer communities in mind with a bold ambition to reach 26 million UK adult consumers through social media and 16 million through out-of-home outreach during the coming months. Dedicated executions across the on and off trade channels have been created to reach and resonate with consumers built on insight. Over 80% of consumers report to be open to trying something new, demonstrating demand for innovative serve styles, while ginger over-indexes as a flavour that consumers want to try in cocktails.
The Jägermeister Mule will be showcased at events throughout the summer including the brand’s award-winning JägerHaus at All Points East festival, and throughout the on-trade with a range of specially designed point of sale. 1,500 kits including digital screen content, back-bar plinths, bar runners, paper cups and copper serving vessels, chalkboard stickers, tap machine wraps and staff t-shirts have all been developed to support the serve in the on-trade.
In the off-trade the campaign is being supported in-store with 100,000 neck tags encouraging consumers to ‘mix it up for summer’ with a guide to creating the perfect Jägermeister Mule and a free ginger beer voucher. A dedicated digital campaign with new video assets will run throughout the activity featuring UK Brand Ambassador, Florian Beuren alongside an out-of-home advertising campaign in key city locations and the London underground network.
Paul Menzies, Customer Marketing and Category Management Controller at Mast-Jaegermeister UK, said: “The Jägermeister Mule campaign marks one of the biggest programmes centred around serve versatility ever from Jägermeister. It’s a really exciting time for us with an intricate and ‘always on’ campaign driving the serve and awareness of Jägermeister throughout the summer. We’ve carefully considered the touchpoints of the campaign to ensure we’re achieving maximum exposure to authentically inspire consumers to consider Jägermeister in ways they may not have before.”
Florian Beuren, UK Brand Ambassador at Mast-Jaegermeister UK, said: “The flavours in the Jägermeister Mule work together in harmony to create a really refreshing serve that lets the signature taste of Jägermeister come through. Ginger has been hailed as a trend-leading flavour for 2019 and has long been celebrated by Jägermeister as one of the core five ingredients in the liquid so the ginger beer works well to amplify this. The addition of lime and cucumber balances the fiery tones of ginger resulting in a simple yet complex serve. I think consumers will be surprised to try the Jägermeister Mule and embrace the flavours of Jägermeister in new ways.”
Jägermeister’s Mix it Up for Summer campaign will go live in June and run until September. Off-trade promotional packs will be available for two months over July and August in 35ml and 70ml bottles in the key grocers.