Jägermeister readies UK TV debut

Jägermeister: making TV debut
Jägermeister: making TV debut

Jägermeister is preparing its first foray into TV advertising in the UK as it looks to combat perceptions of the drink solely as a 'party-starter'. It has also appointed The Red Brick Road to its ad account.

The herbal liqueur, which has concentrated on experiential and music-festival tie-ups, will be positioned as an ice-cold, neat shot. Currently, the brand is widely served with energy drinks as a ‘Jägerbomb’. 

Katja Gebert, area manager for Western Europe, Jägermeister, told Marketing: ‘We want to educate consumers about the brand and product; there’s more to discover.’ The brand is planning TV activity to reach a wider audience than it has previously achieved with its festival activation.

However, music partnerships will remain key to the strategy, which Gebert called a ‘win-win situation’ and part of Jägermeister’s ‘DNA’.  In 2011, 5m bottles of Jägermeister were sold in the UK.

0
SHARES
Brand Republic Jobs
Thousands of jobs across advertising, creative, marketing and media

Just published

Feel you're missing out?

GET THE
BRANDREPUBLIC
BULLETINS
Sign up

The Wall Blog

From our partners