Until You Drink It Korrekt
Jägermeister
Spec Campaign
CLIENT
Jägermeister (Spec Campaign)
THE TEAM
Strategist, Art Director & Copywriter:
Nikeita MacMaster-McKillop and Caitlin Mahut
YEAR
2023
CULTURAL TRUTH
There's an emerging trend of traditional and vintage aesthetics, and it's definitely happening in the liqueur category. Cocktail culture has changed, and the rebirth for experimentation has taken over. There's a rise in the desire for extreme-flavours, and many old-time connoisseur's and rookie appreciators alike, have found passion in their mixology journeys. However, this target is not fully blinded by trends, they've now shifted their focus to brands that offer thoughtful, but no bullshit versions of their products.
Disclaimer
Campaigns are being used strictly for student work, and non-commercial purposes only.
THE PROBLEM
People don’t know that they’re drinking Jägermeister wrong. It is meant to be consumed at exactly -18 degrees Celsius.
WHO'S LUNCH ARE WE STEALING?
Nobody competes with Jägermeister, they're the only brand that care about the uniqueness and adventure in herbal liqueurs.
WHO DO WE NEED TO INFLUENCE?
Individuals who have strong feelings towards the liqueur brands they choose to drink. These individuals have shifted their focus to brands that offer thoughtful, no-bullshit versions of their products - Or simply, tell them exactly how it should be.
WHAT IS THE HUMAN PROBLEM WE'RE SOLVING?
This target finds themselves sacrificing their Jägermeister experience, simply because they don't know it has to be served a specific way. The target's needs are to have a liqueur that they can depend on anywhere, and that offers multiple different ways to use it.
WHAT'S THE ESSENCE OF OUR BRAND?
Adventurous, Artisanal, Outspoken, Ringleader's.
WHAT DO WE NEED TO CONVEY...SIMPLY.
Drink Jägermeister the right way, -18 degrees celsius to be exact, and you'll have a new appreciation for the drink.
BIG IDEA:
Jägermeister: Until You Drink It Korrekt.