New TV Campaign for Jägermeister
19 Nov 2015 --- Mast-Jaegermeister is launching a new £2.7m campaign to communicate the craft behind carefully balancing 56 herbs, roots and spices to create Jägermeister.
‘Craft the Moment’ follows nine friends as they work together to construct a 14 metre high statue by hand. The structure is revealed as a majestic stag and the group completes the finer details of their work with some of the same herbs, roots and spices that go into every bottle of Jagermeister, highlighting the craft at the very core of the brand.
As the sun sets between the stag’s horns, mirroring Jägermeister’s iconic logo and embodying the brand’s rich heritage, the stag is lit. The friends share the moment with an Ice Cold 2cl Jägermeister miniature shot, celebrating their hard work. The advert closes with a voice over stating; “The moment exists only because of all the craft and hard work that comes before it.”
Nicole Goodwin, marketing director at Mast-Jaegermeister UK comments: “Craft the Moment was created to tell the side of the Jägermeister story that remains untold – what the product is and why it’s so special.
“Today’s consumers are a generation who knows that to get the most from life, they have to put the work in, just as we do with Jägermeister. The product itself is the result of determination, hard work, discipline and the science behind creating a perfect balance of 56 ingredients; the build of the stag in ‘Craft the Moment’ was intended to mirror these qualities.
“Jägermeister is a product that is unlike anything else out there; it’s a brand grounded in authenticity, and so we didn’t want to produce a conventional advert. Being genuine is integral to everything we do at Mast-Jaegermeister UK, and we insisted on working with entrepreneurial artists – not actors – to capture the spirit of creativity, craft and friendship. ‘Craft the Moment’ is a huge investment and showcases our dedication to customer support through consumer awareness.”
‘Craft the Moment’ was developed in partnership with The Red Brick Road Creative Agency, who drew inspiration from iconic events such as Burning Man, which sit close to Jägermeister due to the brand’s festival and music associations.
The advert will reach 66% of 18-34 year old men in the UK with five opportunities to see. Mast-Jaegermeister UK will be supporting the campaign with its biggest ever investment over a nine week campaign, consisting of six weeks on TV and supported by out of home advertising, off-trade specific support and integrated PR and social media activity.
The 2015 advert forms part of the on-going ‘It Runs Deep’ marketing campaign which celebrates the deep and meaningful bonds experienced between true friends, brought together through Jägermeister.
