In November, we launched our first campaign for Jägermeister ‘It Runs Deep’ – celebrating the deep and meaningful bonds experienced between true friends and bought together through Jägermeister. The ethos also linked directly back to the product and its depth – the legend of St. Hubertus, the brands heritage, the alchemy of the secret ingredients, its ice cold serve and its multi layered and complex taste all ran deep.
‘Give it a Shot’ featured the distinctive Jägermeister bottle with two shot glasses set against a deep layered background of the 5 popularly known product ingredients – star anise, cardamom, cinnamon, ginger and orange peel (Jägermeister is actually created from 56), all encased in ice. Each element was shot separately in acrylic and the layers were compiled together to create a visually stunning effect. The strap-line read ‘Give It A Shot. Ice Cold Shot’ with the distinctive stags head logo and ‘It Runs Deep’ as a sign off.
‘Deep Freeze’ featured the Jägermeister bottle dramatically frozen within a block of clear ice and two shot glasses set in front. The deep layered background of ingredients encased in ice remained while the strap-line read ‘Deep Freeze. Ice Cold Shot’ with the ‘It Runs Deep’ sign off in the corner. Photography was by award winning photographer James Day.