Jägermeister: It’s a matter of taste

Jägermeister started 2017 good with a new bottle design, a new slogan and a brand new campaign, both named ‘It’s a matter of taste’! This campaign is focused on Millennials, so we were thrilled to introduce this new campaign to the right media and influencers. After a quick introduction with Christmas packages for media and influencers, we started a B2B and lifestyle project to promote this new and Berlin underground-inspired campaign (free publicity + media buying).

Press releases and Christmas packages were not enough. We co-organized a ‘It’s a matter of taste’ kick-off press event at Club NYX. Turned out to be an incredible night with bizarre & beautiful performances (read: tattoo artists, body painters, Vogue dancers), weird & wonderful music and insane Jägermeister-cocktails for everyone!

But we also went to Jägermeister’s hometown, Wölfenbuttel. We invited a selected group of press and took them on a perfectly arranged trip to Germany. The first day we visited Jägermeister’s roots in Wölfenbuttel and got a factory tour. Did you know it takes a year to make Jägermeister?! The second day we traveled to Berlin to enjoy the inspiring and legendary underground culture of this city. With an organized clubtour we visited all kinds of gamechanging (techno)clubs. Of course we also had wonderful dinners, a lot of Jägermeister shots (and cocktails) and finished the second day at Salon Zur Wilden Renate. It was special.

Coverage on: BALLINNN’, Playboy, MAN MAN, Soundflow and Manners and a lot of social media channels!