Jägermeister is aiming to flag up its craft credentials with new TV campaign Craft the Moment, which debuts on Monday (23 November).
The ad, created by Red Brick Road, is part of a £2.7m above-the-line spend this year on the herbal liqueur. It runs for six weeks and will be supported by out of home, PR and social media activity, said brand owner Mast-Jaegermeister.
It follows a group of nine friends - real-life artists, rather than actors - as they work together to construct a huge statue, revealed to be a stag. The statue is finished with decorations made from the herbs, roots and spices used to make Jägermeister.
“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,” said Mast-Jaegermeister UK marketing director Nicole Goodwin. “Today’s consumers are a generation who knows that to get the most from life, they have to put the work in, just as we do with Jägermeister.
“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.”
Jägermeister sales are up 3.3% to £26.3m [Nielsen 52 w/e 10 October 2015].