Jägermeister has Launched a multi-million pound* marketing campaign to support its Root56 long drink serve – Jägermeister served over ice with ginger beer and a wedge of lime – to highlight the versatility of the UK’s No. 1 speciality spirit[1].
The Root56 pays homage to the complex and secret blend of 56 herbs, blossoms, roots and fruits (including ginger) which go into the production of Jägermeister and is why the flavour combinations complement each other so perfectly.
The five month campaign kicked-off in March and includes outdoor, print, digital and social media support with a new creative, and will drive awareness of the new serve through the key summer season. The visually stunning new creative features the distinctive Jägermeister bottle and a serving of Root56 both presented on a block of ice – in keeping with the classic Jägermeister ice cold serve – with a ginger root seemingly connecting the two, encased within the ice below. The strap-line reads ‘Discover Our Roots’.
Outdoor activity includes 6 sheet posters running in over 3,500 prime sites throughout the UK as well as 100 key railway station sites and over 300 in-bar posters. The new advert also runs across the London Underground network and features in key supermarket sites as consumers head into store nationwide.
Print advertising runs as double page spreads and single pages across influential target news, lifestyle, sports and music titles including FHM, GQ, Esquire, Q, Shortlist, Sport, Timeout, NME and Mixmag, along with digital executions across key on-line sites. To further connect with the key 18-35 year-old male audience, the main digital outreach centres around engagement based activity with key media partners, supported by the brands’ social media channels.
The dedicated Mast-Jaegermeister UK sales team are also highlighting the new serve as part of their outreach with trade partners by providing recipe cards, POS and bespoke solutions to help outlets make the most of this new opportunity.
Nicole Goodwin, Director of Marketing, Mast-Jaegermeister UK, comments: “While the ice cold shot is still our number one serve, Root56 provides additional drinking occasions and is a refreshing new way to enjoy Jägermeister. As the nation’s drinking habits are evolving, there is a great opportunity to tap into changing tastes with a serve suited to year round enjoyment.
“We are investing significantly in this campaign to raise awareness and education amongst consumers and the trade on the perfect Root56 serve, with the ultimate aim of driving trial and enhancing the drinking repertoire of consumers looking for new and exciting drinks.”
Jägermeister is a unique herbal spirit that was developed by Curt Mast from a secret recipe and launched in Germany 80 years ago, using a blend of 56 different herbs, blossoms, roots and fruits which has not changed since it was first made. In the UK It is distributed by Mast-Jaegermeister UK and orders can be placed with by calling 0203 189 9501 or via email at [email protected].
The perfect Root56 recipe:
- 50ml ice cold Jägermeister
- Fill up with ice cold ginger beer
- Garnish with a wedge of fresh lime, cucumber and ice
[1] CGA data 27.12.14