Mast-Jaegermeister will premiere its latest TV advert on Monday (23rd November), as part of a £2.7m campaign that attempts to communicate the craft behind balancing 56 herbs, roots and spices to create Jägermeister.
‘Craft the Moment’ follows nine friends as they construct a 14 metre high stag from branches before setting fire to it. As their creation burns the friends share the moment with an ice-cold 2cl Jägermeister miniature shot. The advert closes with a voice over stating; “The moment exists only because of all the craft and hard work that comes before it.”
Nicole Goodwin, Marketing Director at Mast-Jaegermeister UK commented: “Craft the Moment was created to tell the side of the Jägermeister story that remains untold – what the product is and why it’s so special. The product itself is the result of determination, hard work, discipline and the science behind creating a perfect balance of 56 ingredients; the build of the stag in ‘Craft the Moment’ was intended to mirror these qualities.”
The advert will reach 66% of 18-34 year old men in the UK with five Opportunities to See. Mast-Jaegermeister will be supporting the campaign with its biggest ever investment over a nine-week campaign, consisting of six weeks on TV and supported by out of home advertising, off-trade specific support and integrated PR and social media activity.
