Project Deliverables

  • Consumer Need State Identification
  • Positioning Development
  • Agency Creative Brief
  • Segment Profiling
  • Enhanced Occasion Segment Profiles

The Challenge

Jägermeister was faced with a dilemma. With its core drinkers aging out and new competitors grabbing the attention of Millennials, sales had flattened. We helped Jägermeister discover a way to update the brand and reach more alcohol consumers while staying true to its unique roots.

We took a fresh look at the category and its drinkers, mixing future-focused trend watching with creative (and fun) Bar Crawl Ethnography to find some white space. And we layered on quantitative research to better understand consumer attitudes, drinking habits, occasions and more to confirm and fine tune our ideas.

The Solution

After our customer segmentation and brand strategy research, we turned our findings into an agency creative brief that inspired Jägermeister’s first-ever TV commercial in the US. With our help, Jägermeister was able to reposition their college classic for grown up Millennials.

“Since the launch… Jägermeister’s Impression score among men has risen by a robust 52 points, climbing from deeply negative scores to now match the Impression score for the Spirits sector as a whole.”

- Forbes

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