Jägermeister has unveiled a new global positioning, identity and campaign, marking the first major rebrand in its history.
The new campaign, “Be the Meister” encourages consumers to be meisters of their own lives, with the mantra, do what you do masterfully and you can live by your own rules. The repositioning draws from the distinct characteristics of Jägermeister’s heritage – spirited irreverence and product perfection – to transmit a unique side of the brand’s German provenance to the millennial audience.
Ad agency, Opperman Weiss created Jägermeister’s new campaign, which kicked off with a national television commercial (TVC) that draws from the revelers of the underground bars and clubs of modern Berlin.
Following its television debut, Jägermeister’s new positioning will continue to roll out across the U.S. in print, out-of-home and digital, as well as through in-store and on premise bar activations.
Jagermeister – Be The Meister from OppermanWeiss on Vimeo.
DIVERGE talked to Chris Peddy, CMO, Jägermeister and Julian Shiff, Partner & Managing Director, Opperman Weiss, to find out more:
This is your first major brand repositioning – why now? And will this new identity/positioning play out globally following the US launch? If so, how?
Peddy: The re-launch celebrates the storied past and bright future of Jägermeister. As the brand continues to evolve, we thought the rebrand was necessary to keep Jägermeister at the forefront with consumers. For now, the new identity will target the US market with plans to expand globally in the future.
What is it about Jägermeister’s heritage that makes it so unique? Is this the first time your advertising has tapped into your brand’s roots to communicate your message?
Peddy: When Curt Mast created Jägermeister eight decades ago, he went to great lengths to achieve the perfect blend of 56 herbs and spices; a recipe so flawless that it has gone unchanged since it was first created. This is not the first time the brand has tapped into its roots, but we feel this is the boldest campaign that really encapsulates every pillar of the brands identity.
What is the perfect way to consume Jägermeister?
Peddy: Jägermeister can be enjoyed a number of different ways and most recently it is being seen in craft cocktails across the world. But the perfect way to consume the spirit is chilled to -18 degrees Celsius and taken in shot form to fully taste the blend of 56 herbs and spices.
Talk about your decision to pivot toward millennials, what about this demo makes them the perfect Jägermeister customer?
Peddy: Jägermeister has always had a natural fit with the 21-24-year-old demographic since the “ice cold shot” is a major focus for the brand. We believe the new brand identity will remind millennials that Jägermeister is more relevant now than ever and our hope is that they will continue to kick off their evening with an ice cold shot.
What was your strategy behind Jägermeister’s new positioning, and tag, “Be The Meister”? What does it mean to be a true “meister”?
Weiss: Jägermeister has a core belief in mastery. Like most German brands, they are all about perfection. But as a spirits brand, Jägermeister’s take on mastery is a little different to say, Mercedes. It is irreverent.
Jagermeister believes that if you do what you do masterfully you can live by your own rules.
The ‘Be the Meister’ campaign sets out to challenge consumers to live their lives masterfully outside of convention and goes on to celebrate those who do.
Explain how Jägermeister’s heritage plays into the new Creative?
Weiss: In 1935, Curt Mast, the original master (meister) of Jägermeister, created the iconic spirit with one thing in mind, perfection. The secret herbal liqueur recipe has not changed in over eight decades. That notion remains at the forefront of the new campaign, while incorporating the idea that if you do what you do masterfully, you can live by your own rules.
Jägermeister’s German provenance is also leveraged both strategically and aesthetically throughout the campaign. Strategically, it draws on Bauhaus perfection with the irreverence of Weimar. Aesthetically it plays off the unique tension between the mystical woods of Bavaria and the cool underground scene in Berlin.
Talk about the decision to enlist Radical Media’s Ralf Schmerberg to direct the TV spot. What about him made him the right fit for the job?
Weiss: Ralf Schmerberg embodies many qualities of the brand. In addition to being German, he is a Berlin icon respected for his irreverent yet masterful approach to his craft.
We wanted to capture the mysterious and fantastical Berlin night scene and there was simply no more qualified artist for the job.
Any fun/interesting tidbits from the shoot you care to share?
Weiss: It’s truly all in the film.
