Jägermeister dials up premiumization strategy for Gen Z travelers
Jägermeister has re-ignited its ‘Secret is You’ activation campaign at eight international airports to educate travelers on the perfect serve
Recent airport activations such as ‘Secret is You’, ‘Taste the Extraordinary’ and a Pantone color collaboration have elevated Jägermeister’s core herbal liquor products for the brand’s growing Gen Z fan base, says Stephanie Cleary, Marketing Director at Mast-Jägermeister.
“We're confident that we'll finish the year strong and we're happy with all the activations we have achieved with Jägermeister," she comments.
'Secret is You' campaign
Running though Q4 2024, at eight international airports, Jägermeister has re-ignited its ‘Secret is You’ airport activation campaign, designed to reach out to travelers through their devices.
“We've re-launched this campaign to amplify our consumer engagement and through the airport activations we're putting the app right into people's hands. You can use your own device and take part. Take a photo of your memories and be part of our activation,” says Cleary.
Each city has a slightly different activation element to promote traveler engagement. For example, in Hamburg, to participate consumers can scan a unique QR code and choose a background design to craft their personalized ‘Meisterpiece’ with themselves as the central figure. Submissions are displayed on the giant screen, in the Ice-Cold Gallery online and on social media. Visitors are also invited to sample an ice-cold shot of Jägermeister, Jägermeister Cold Brew Coffee or Jägermeister Manifest.
“Post-COVID we wanted to say to travelers, you’re the element that has been missing, so we are amplifying our engagement opportunities in key airports, offering a perfect serve of Jägermeister and creating location memories for travelers,” she adds.
The activation’s best performing locations have been in Germany, Cleary confirms, with London’s Heathrow another standout. “We are also seeing APAC pick up – we will carry on there into Q1 2025.
“Our passengers don't travel all the time, maybe once or twice a year. So, it's about making sure that we're relevant to Gen Z and Millennial consumers as they're passing by making sure we're prominent at the airport," she notes.
Cleary says the activations are designed to educate people around cold brew coffee or herbals, so they are encouraged to try the Jägermeister coffee serve or Manifest, which is not always available in domestic markets. Cleary explains,“So that's where you might have the three hero brands; while Jägermeister core is heroed, the others are there for brand education."
9556 Nights
The Jägermeister limited edition 9556 Nights of Exploration launch was an important learning curve for the brand. “It sold out in domestic Germany in a few minutes. We sold out in travel retail in Europe as well and we're very happy with how it performed. This showed us there's space for an aged Jägermeister,” she says.
Cleary also teased, “There are potentially more nights to be added” as the team is working on another addition. “But we need to see how we can leverage it – anything we launch has to be consumer-led,” she continues.
As shared by Cleary, premiumization is key for growth. “It’s about translating how those premium products have mileage in the spirits industry."
Jägermeister partnered with Pantone to launch two limited edition gift packs celebrating the brand’s core colors: Herbal Green and Culture Orange
Pantone color reference campaign
A collaboration in September with color specialist, Pantone, saw Jägermeister launch two limited edition gift packs one in each of the brand’s core colors: Herbal Green and Culture Orange. Only 560 of each pack were created with 100 of each available in travel retail, exclusively with Gebr. Heinemann. They sold out in a day according to Cleary.
“It's not always about the sellout. It's about the message to our consumers. It was a very cool collaboration with Pantone which performed very well,” she says, adding it was great for brand awareness particularly for recruiting new customers.
“For people who are brand lovers, or brand loyalists, it gives them something to reach for and come back to the brand. Plus, the gifting element offers that special occasion in terms of a haloing effect,” she says.
