It Runs Deep


Jägermeister’s key audience had grown out of being the ‘party starter’. We needed to create a new role of Jägermeister as a premium shot to be savoured and enjoyed. Our creative platform ‘It Runs Deep’ celebrated the consumer benefit of the bonds of true friends, bought together through drinking Jägermeister, whilst highlighting the product’s depth and complexity of taste and ingredients. Creatively, we pushed the consumer to look beyond the bomb and ‘Give it a Shot’. We then highlighted the quality of the serve through the ‘Craft the Moment’ campaign using TV, outdoor, print, digital and social media as well as brand activations.

Brand Connection

  • TVC outperformed alcohol ads for enjoyment, involvement & branding
  • Tracking showed increased understanding of ‘best served ice cold’ and ‘best drunk as a neat shot’

Brand commitment

  • Moved Jägermeister out of the nightclub – huge increase in households buying
  • Second biggest spirits brand during Christmas trading