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Jägermeister - JägerHalloween

Launching ‘Things Aren’t Always as They Seem’ Halloween Campaign


Challenge

FRUKT was asked to create an eye-catchingly spooky campaign, in line with their ‘It Runs Deep’ positioning, to strengthen Jägermeister's position as the spirit of choice for Halloween, and help reframe Jägermeister as a premium brand with hidden depths way beyond shots.

Catalyst

We took inspiration from Jägermeister's German Heritage and the little known folklore surrounding their original distiller, Curt Mast, ‘The Master of the Hunt’ to help build out the brand’s provenance and provide a suitably chilling platform for our creative. Given the brand challenge and the occasion, the association came naturally: just like Jägermeister, amongst the ghouls and ghosts on All Hallow’s eve, not everything is as it seems.

How we Pressed Play

FRUKT designed and created a selection of eye-catching point-of-sale materials including ‘hidden’ messages using reflective ink. This reinforced the message to consumers that ‘Things aren’t always as they seem’. This solution was rolled out in more than 3,200 outlets across the UK, including 35 ‘Popworld’ venues.

FRUKT produced a short horror film for social media, which consisted of a sinister tale set in an icy woodland. For this video, we partnered with Primal Scream’s Simone Butler to powerfully portray the central “Meister” figure and chose hotly tipped DJ/Producer M.A.X for the menacing narration. The key Meister character crosses paths with four fearsome Halloween creatures: the Nacht Hund, Schwarze Raben, Höllen Stag and Strichmännchen.

The four creatures are also featured on limited edition 2cl Jägermeister bottles that FRUKT’s design team created as a collectible set. As part of the Halloween campaign, Jägermeister featured the set of bottles as part of their online shop. They were a huge success and led to all sets selling out. 

Results

  • The JägerHalloween campaign was activated in over 3,200 venues across the UK, including 35 ‘Popworld’ nightclubs
  • Over 216k views of video content
  • The bespoke Halloween gift pack was Jägermeister’s largest selling product of all time on the online store

The key Meister character crosses paths with four fearsome Halloween creatures: the Nacht Hund, Schwarze Raben, Höllen Stag and Strichmännchen.

Results

Launching ‘Things Aren’t Always as They Seem’ Halloween Campaign

3,200 venues activated across the UK
216k views