Jaegermeister mixes it up for summer


Jaegermeister has unveiled a new £500,000 nationwide campaign to drive awareness of the brand and its new hero serve, the Jaegermeister Mule.

The ‘Mix it Up for Summer’ campaign comprises events, sampling, out-of-home advertising, point-of-sale materials, on-pack promotions, PR and a new social and digital campaign.

In-store, 100,000 neck tags will encourage consumers to ‘mix it up for summer’ with a guide to creating the perfect Jägermeister Mule. Tags include a free ginger beer voucher, meaning shoppers only have to worry about sourcing a lime wedge and a slice of cucumber.

A dedicated digital campaign with new videos runs throughout the activity alongside out-of-home advertising.

Paul Menzies, Customer Marketing and Category Management Controller at Mast-Jaegermeister UK commented: “We’ve carefully considered the touchpoints of the campaign to ensure we’re achieving maximum exposure to authentically inspire consumers to consider Jaegermeister in ways they may not have before.”

Jaegermeister’s Mix it Up for Summer campaign runs from June until September. Off-trade promotional packs will be available for two months over July and August in 35ml and 70ml bottles.