Jägermeister

Put ‘meister’ back
in the brand

Jägermeister is a digestif made with 56 herbs and spices at a strength of 35% alcohol by volume (61 degrees proof, or US 70 proof).

Jägermeister is fully aware of how it’s been perceived over the past several decades—and how it’s been celebrated at frat parties. From Jäger-bombs to shots, the liquor is arguably less known for its complex flavor profile than it is for its party vibes. We don’t want to hide Jäger’s past. Instead, we’re looking to connect with its audience.

We have helped to build Jägermeister’s identity coupled with a number of campaigns which are intended to encourage its consumers to “be meisters of their own lives, with the mantra, ‘Do what you do masterfully and you can live by your own rules.’” An attempt to shift the focus back from frat boy Jäger-bombs to the liquor’s German heritage.

Agency
TBWA/Neboko

Date
July 2014

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