In another sign that hard-liquor advertisers are increasingly warming to cable TV campaigns, Jagermeister is launching its first effort on networks such as Comedy Central, Discovery, ESPN and FX. The creative features ESPN commentator and former NFL star Keyshawn Johnson, tattoo artist Mister Cartoon, boxing trainer Freddie Roach and others
The “Stronger Bond” campaign is aimed at the 21-to-29 male demographic. The creative is from agency Mistrees, and Crossmedia served as the media shop.
German Mast-Jagermeister SE is the brand’s parent and Sidney Frank Importing Co. handles U.S. distribution.
The campaign will also include lifestyle sites Complex and Vice and out-of-home advertising in various markets. A new Jager.com is rolling out from digital agency Hi-ReS!, which will include behind-the-scenes and other video from the TV spots.
Jagermeister said the creative looks to advance “a strong drink for strong men, with strong bonds” with the seven men “at the top of their respective crafts … handpicked and brought together to form the ultimate bond.”
The brand was “originally developed for, and dedicated to, hunters that have deep connections to their craft and each other … [the] campaign triggers stories of this kinship and bonding from the brand's deep history,” stated Michael Volke, an executive board member of Mast-Jagermeister SE.