“It's more down-to- earth, it's more true to reality, and it's millennial-driven. It's aspirational, celebratory and inclusive for that generation. It's a simple statement from ‘me’ to ‘we.’”
- Diddy on Ciroc’s Millenial Rebrand
'A dark and complex blend of 56 ingredients steeped in legend and mystique… This is no cheap shot for shallow friendships. It's a toast to bonds that are deep, meaningful and true.'
Jägermeister is for celebration. Enhancing the spirit. Bringing people together.
The Bartender/Mixologist community is tight knit, that includes bonds and relationships that can last decades. Meeting new people and making friends is part of the job. We could introduce a contest to the bartender community to come up with a "Jagermeister Ritual" to take a toast with your friends. Like tequila with salt and lime, the Jagermiester Ritual can replace all competitors.
The Bartender/Mixologist community is tight knit, that includes bonds and relationships that can last decades. Meeting new people and making friends is part of the job. We could introduce a contest to the bartender community to come up with a "Jagermeister Ritual" to take a toast with your friends. Like tequila with salt and lime, the Jagermiester Ritual can be the go to ritual with you and your friends.
We are the Meister. The Meister of our craft. Perfektion is what defines us.
The platform is rooted in the belief that when you are a master of what you do, you can live your life by your own rules. Through the platform, our aim is to fuel creativity of artists that we believe can make a difference through their creations.
Support people that: Live by their own rules. The best part of the trip to Berlin was meeting these other “meisters” from around the world. Jägermeister didn’t make me a master, but it connected me with other masters. It was the catalyst to friendship.
By supporting our story you become part of our story. It's real and authentic.
By supporting our story you become part of our story. It's real and authentic.
Jägermeister has a history of changing slogans and motifs. This inconsistent branding has left consumers confused. When you think of Jägermeister , what is its ethos?
Unleash the beast: Sounds like we are focusing on the negative aspects of alcohol.
It Runs deep: Trying to make a common bond between people but falling short.
Give it a Shot: Unoriginal, meaningless just trying to push the “shot.”
Seat at the Table: More of a campaign than a slogan, I like the concept but seat at the table has a more serious meaning.
Be the Meister: Ethinically polarizing. When we think of meister or master peoples minds can go to a different places. But I like the message of supporting people that are the “meister.” It is more of a campaign than a slogan.
“Just Do It” was created in 1988 and hasn’t changed since. "Just do it" described by Wieden and Kennedy as “destined to cut across all conceivable psycho/socio/demographic lines”
Where “Be The Meister” falls short is Jager doesn’t actually help you become a “meister” and therefore there is a disconnect between the slogan and the product. Maybe it could be “for the meister”.
As Diddy said we are in a generation of “we” more than “me.” We want to be communities.
What I do love is focusing on eccentric, off the wall, incredible characters. This is where "Be The Meister" is beautiful.
"A Toast to Friendship" combines and clearly depicts the spirit of these past slogans. It Runs Deep, the deep connections we all share. Give it a shot to push a shot culture, like a toast. Seat at the Table, bringing like minded people together. Be the Miester, celebrating excellence.
The best commercials Jägermeister have done are the “Seat at the table” and the surf “It Runs Deep.” They depict real people and their inspiring real stories. The connection between these people and Jägermeister , however, is lost in the slogan. Jägermeister doesn’t make you a meister, jager doesn’t bring you to the table, Jager doesn’t push you to go surfing in the arctic. What jager does is amplify those moments of celebration. Authentic, real, inspiring moments of reflection with loved ones: A toast to friendship.(I really like this) Past Jägermeister commercials tiptoe around what makes these stories great and where Jägermeister plays a part.
In the video with Slayer, Kerry King goes to talk about how Slayer is four friends who have been playing together continuously for the past 30 years. They went from the garage to touring the world, together and they have seen the highs and the lows, together.
This is the magic. This is where Jägermeister needs to be in the story. The celebratory moments. Now that’s a commercial
A short docu-series on real stories of friendship:
This series can highlight the compelling stories of different people ranging from rockstars, to athletes, to everyday people.
Friendship cuts across all conceivable psycho/socio/demographic lines
Slayer: A group of four friends that became rock stars.
Funny commercials are the best and most viral:
Jägermeister has a history of doing absurd and funny advertisement. Let’s not stop now. At the end of the day this is a liquor company with a sense of humor.
And 99% of friendship relies on humor.
“competition for commercials” groups of friends. true irreverence . guideline around friendship.
Hockey Pals
Scene 1:
In Pittsburgh, Penguins fans are approaching the arena on foot for a game. Jaromir Jagr is walking among them.
A family stops and looks in his direction:
Dad (in jersey): “Holy cow, is that Jager??”
Kid (in jersey): “Please can we take a picture. Please!!!!”
Mom (in t-shirt): “Yeah, c’mon!”
Jaromir turns, smiles, and waits for them to come up to him. They walk right past, staring up in awe of a massive Jagermeister poster on the side of a building. The whole family turns and takes a selfie photo with the poster.
Wedding Season
a janitor is cleaning up in a church, he has big headphones and a walkman and is dancing and using the broom as a mic. in the room he’s cleaning he opens a cupboard and there is a beautiful suit in, he looks around checks. cuts to him in a suit dancing michael jackson, doing the james bond gun. he walks down the hall of the church and someone dressed in a gown grabs him and says hurry hurry your late your late. she brings him to the full church and shoves him on the altar as one of the groomsman. the bride looks at the groom as if thats a friend of the groom she doesn’t know and vice versus. cuts to the party and the janitor is talking to someone and how do you know the groom. “i think it was my first sleepaway camp, or might have been orientation freshman year” oh how wonderful. cuts to the table and everyone is giving speeches. someone is ending a speech and everyone is clapping and then everyone looks to the janitor someone gives him an elbow. and he gets up a little nervous looks at the cake to read the bride and grooms name. “ i just want to say that the story of how we met is not important. the fights, the love, losing our virginity, falling in love, (cuts to the grooms and bride looking confused) but it is the moments that we share now and moving forward. i am not one to reminisce on what happened or plan for the future. we are here now and i couldn’t feel the love happiness and more importantly the friendship. holds up a shot of Jägermeister and says a toast to friendship. everyone cheers.
Horse Race
1970s its a horse race and you see two horses going back and forth and the jockeys are fighting to win. then cuts to press and they are talking to the winning jockey and they are like you are the playboy you are like george best of the jockey world . then cuts to the stable of horses and you see the jockey with a girl and they are kissing and he has a Jägermeister bottle in his hand. he puts it down they start rolling on the ground kissing and they knock the jager over, its spilled by the horse stable, out pops the horse from the race and he starts licking in. and from the stable next door other horse from the other jockey pops out and starts sipping it they see each other and kinda at first give each other a mean look then like horse kiss each other. end. Jägermeister a toast to friendship.
1978
It’s the 1978 world cup. and italy is playing spain. we are at a bar two small groups are watching it. we hear over the tv: italy scores the winning goal and moves on to the quarter finals. shows italians celebrating and the spain fans crying. cuts to the tv again italy vs france. “in a tight game italy scores and breaks the heart of france” —over the tv. cuts to the bar and now the italian and spain fans are cheering and the french fans are crying. zoom on an spanish guy to his friend “a enemy of my enemy is my friend” back to the tv and its italy vs. england. oh it’s the final of the world cup and italy shoots and its a goal” cuts to the bar and now the the italian french and spanish fans are cheering taking shots of jager: italian talking to the french “anyone but the english.” back to the tv and it says “ broadcasting live the first ever galaxy cup: and it’s the world vs aliens and cuts to the bar and everyone is cheering cuts to a bunch of aliens in a spaceship cheering. “and the aliens go win the galaxy cup. “ cuts to the tv and “ its the first ever universe cup and it looks like the milky way is going to win! cuts to the humans and the aliens cheering jagermiester: jagermiester: a toast to friendship
Jail
it is a jail cell and a small scrawny guy is surrounded by what looks like the scariest men. they are all look at him like he is dinner. a jail man comes and says sir you have a visitor, the scrawny guy incredibly thankful gets taken out of the jail. he is at visitation with his girl friend. she is glad to see him. and she starts kissing him super hard and hugging him and u see her pass something to him. the guards break him it up. and bring him back to the jail cell. he gets in there. and is quite for a moment as the guard leaves. and goes to the corner. u see a flash of the bottle of Jägermeister and shot glasses. cut to glasses cheering. and its the scrawny guy with all the scary guys cheering laughing and celebrating: Jägermeister : a toast to friendship
Sports is a built on working together, on a brotherhood on friendship. As the official sponsor of the NHL there are so many relationships to be highlighted.
“A toast to friendship” will, like Just Do It, be the bedrock upon which we will build the future campaigns.
Friendship is all encompassing. It’s something we can all relate to and something where the connection to jagermeister is clear.
We live in a positive optimistic world.
It’s a matter of reinforcing what you have today and reaching new customers. We need to extend the lifespan of a typical jager drinker
Jager should be the drink that helps you break the ice in college and build friendships, the one to deepen and enrich them in the early years out of college, and preserve and honor those friendships as you get older and life gets more complicated.
One long adventure with jagermeister.
"There is nothing on this earth more to be prized than true friendship." - Thomas Aquinas
