Mast-Jägermeister in Germany and the Sidney Frank Importing Company in New Rochelle, NY,
which distributes the liqueur in the U.S., tapped Los Angeles-based independent Mistress, which also handles ESPN, part of Walt Disney; Hot Wheels, sold by Mattel; and Red Bull. The effort breaks next
year.
The promotions for Jägermeister have been centered on "brand ambassadors" called Jägerettes and Jäger Dudes. Mistress will serve as agency of record for
Jägermeister. Sidney Frank Importing will continue to work with an agency named Hi-Res/Syzygy for digital advertising. Other initiatives are handled internally by the importing company.
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