Mast-Jägermeister partners with Lagardère to launch ‘The Orange Era’ at Rome Fiumicino Airport

Mast-Jägermeister SE has collaborated with Lagardère Travel Retail to launch its new global travel retail-exclusive activation campaign, The Orange Era, at Rome Fiumicino Airport.

The campaign supports the introduction of Jägermeister Orange into global travel retail.

Jägermeister Orange (33% ABV) launched into global travel retail in April and is a smooth and fruity ice-cold shot, perfect for young adult consumers looking for extraordinary taste experiences.

Running for four weeks from the end of August at the Terminal 1 Lagardère store event space, The Orange Era is a vibrant and bold, orange pop-up that captures the essence of Jägermeister Orange, driving awareness, trial, recruitment and sales.

This playful zone features an eye-catching, giant video wall and offers perfect social media content for the key Gen Z audience. Travelers engage directly on their mobile device, via a QR code which takes them to The Orange Era platform.

Staff interact with visitors and share the Jägermeister Orange story, taking polaroids and offering stickers and tattoos whilst they experience and enjoy the space. Visitors can sample an ice-cold Jägermeister Orange shot at the tasting bar and gifts with purchase include Jägermeister Orange bucket hats and shot glasses.

Of the 1.9 million passengers who are predicted to travel through Rome Fiumicino Airport during September, over 320,000 passengers are expected to experience the space.

Thibault Touchais, Lagardère Travel Retail Head of Category Management, said, “This bold and bright activation brings Jägermeister Orange to life and we are delighted to share this with passengers during September. I am confident it will drive sales amongst this important target audience.”

At the end of the European summer, The Orange Era will roll out to airports in different regions, including the US and Asia Pacific.

“The Orange Era supports the introduction of Jägermeister Orange into global travel retail and immerses travelers into Jägermeister Orange with our vibrant and bold engagement platform,” said Stephanie Cleary, Mast-Jägermeister SE GTR Marketing Director. “Jägermeister Orange fits perfectly in our portfolio and gives consumers a new taste experience, introducing younger LDA drinkers to the brand.”

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. With the iconic Jägermeister bottle, clear glass and bright liquid, Jägermeister Orange offers a striking look and feel.