Mast-Jägermeister partners with Avolta to launch The Orange Era
The Orange Era activation campaign supports the introduction of Jägermeister Orange into global travel retail
Mast-Jägermeister SE – the maker of the popular premium herbal liqueur – has launched its channel-exclusive The Orange Era activation campaign in partnership with leading travel experience player, Avolta.
The Orange Era supports the introduction of Jägermeister Orange into global travel retail. The campaign brings new Jägermeister Orange to life with vibrant and bold, orange pop-ups in Avolta stores at airports in the UK and Spain, including London Heathrow T3, London Gatwick South Terminal, Manchester, Alicante, Madrid and Barcelona for four weeks and Ibiza for eight weeks. The Orange Era will also brighten up Palma Airport in August.
The Orange Era puts consumers at the heart of the engagement and captures the essence of Jägermeister Orange and sun-drenched Sicilian summers.
Powered by music, the immersive and playful pop-ups offer perfect social media content for the key Gen Z audience and drive awareness, trial, recruitment and sales.
The activation gives shoppers the chance to sample an ice-cold Jägermeister Orange shot at the tasting bar and explore the musical vibe of The Orange Era. In Alicante consumers can tune into The Orange Era within the orange phone booth and in Ibiza, a Jägermeister Orange DJ interacts with Gen Z partygoers and European holiday makers. There, Avolta Club members can become guest DJs at the booth, by scanning a QR code to play a Mix, Spin & Win game by using sliders and spinning turntables on the beat to accumulate points which convert to discount tokens.
A fully integrated and interactive digital campaign has been created with Club Avolta to increase awareness and drive sales of Jägermeister Orange.
David de Miguel, Avolta Global Category Head of Liquor, said, “We are excited to collaborate with Mast-Jägermeister SE to build awareness for Jägermeister Orange in European travel retail. The Orange Era is a highly engaging activation and fully integrated with our Club Avolta digital program. Together we are connecting shoppers to Jägermeister Orange before, during and after they visit the airport, driving engagement, traction and recruitment at all points of our customers’ journeys.”
Gifts with purchase, including Jägermeister Orange bucket hats and bum bags, orange framed sunglasses, branded orange t-shirts, stickers and shot glasses, invite shoppers to take The Orange Era spirit with them wherever they travel.
Stephanie Cleary, Mast-Jägermeister SE GTR Marketing Director, commented, “We are truly delighted by the reaction from consumers to Jägermeister Orange and The Orange Era and to be partnering with Avolta to reach travelers in these key airports in the UK and Spain. The Orange Era speaks the same language as our core Gen Z audience and invites them to create their own Orange Era experiences. Jägermeister Orange shows a lighter, fruitier side to Jägermeister and invites new consumers into the brand, reinforcing and expanding its appeal.”
At the end of the European summer, The Orange Era will roll out to airports in different regions, including the US and Asia Pacific.
Jägermeister Orange (33% ABV), which launched into global travel retail in April, is a smooth and fruity ice-cold shot, perfect for young adult consumers looking for extraordinary taste experiences. With the iconic Jägermeister bottle, clear glass and bright liquid, Jägermeister Orange offers a striking look and feel. Jägermeister Orange is made with the base substance of the original Jägermeister, crafted from 56 herbs, blossoms, roots and fruits, expertly blended with high-quality oil from Sicilian orange and mandarin peels.
