Jägermeister successfully unveiled its new major rebranding efforts earlier this week, sporting its new “Be the Meister” catchphrase. This is the German digestif liqueur marque’s first ever rebranding exercise in its 80-year long existence, and one that’s perhaps long overdue.
A creative platform named after its new phrase has been launched in the US, with its efforts capitalising heavily on the characteristics of Jägermeister’s renowned heritage. The move sees the brand repositioning itself strategically, targeting itself more towards new-aged millennials.
Essentially, Jägermeister wants consumers to take charge and be the meister of their own lives using the mantra of ‘do what you do masterfully and you can live by your own rules’.
The new campaign also gave birth to a new TV commercial produced in collaboration with lead advertising agency Opperman Weiss. Sporting a modern and dark new look and approach, the commercial also features German supermodel Nadja Auermann leading a seemingly avantgarde crowd in a toast with ice-cold servings of the famed dark brown liqueur.
It is worth noting that despite its shift to target a new and much younger consumer crowd, the classic Jägermeister bottle and label design still remains virtually unchanged – not that it needed a facelift anyways, right?
Beyond this, parent company Mast-Jägermeister SE’s American arm plans to roll out more new-aged promotional materials in the US over the coming months through various channels. These include print, out-of-home and digital, as well as in-store and on-premise bar activation events amongst others.
By the way, you can also “Be the Meister” of your own life and be a rule-breaker in the comforts of your own home with us. Click here to order and have some Jägermeister delivered to your doorstep today.
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An avid boozer and word-stringer who's paid to drink and write for the revamped Boozeat Blog 2.0
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