Soho based advertising agency The Red Brick Road, will unveil an eight-week, televised campaign for flagship digestif liqueur and global brand Jagermeister next week, during the friendly football match between England and Denmark on ITV1 on the 5th of March. The advertising campaign is the first of its kind in the UK, and strives to underline the more 'emotional' aspects of sharing a drink of Jagermeister with friends. This is something of a departure for the brand, which has until now focused very much on the 'functional' elements of the brand.
The 40 second “Journey to Surf” ad directed by Seb Edwards and shot on location in Iceland, markets the drink as an ice-cold shot that deserves to be savoured amongst friends. It follows a group of (genuine) professional surfers as they battle through the country's harsh rain and snow together in order to catch that perfect wave. The spot finishes with the triumphant friends sharing ice-cold shots of Jagermeister as the tagline “It Runs Deep”commands the screen. The music is provided by british alternative rock band 'Fightstar'. The closing image is one that both Jagermeister and The Red Brick Road hope conjures an emotional core, something which they believe was sorely lacking in the brands previous advertisement campaigns.
The ad markets the drink as an ice-cold shot that deserves to be savoured amongst friends
Jagermeister UK's group marketing manager Nicole Goodwin said the brands new strategy is beginning to alter the publics perception of the drink, something that is being reflected in sales. She does admit however that they are still “A few years away,” from breaking their ties to the insipid 'Jager Bomb', a makeshift cocktail popular amongst British youths which they feel has tarnished and (quite literally) “Watered down” the brand's image somewhat in recent years. The brand is doing well though, with CGA data from last year proclaiming the brand is worth £289 million, an almost 19% rise from last year.
The 'Cannes Lions' award winning Red Brick Road was appointed as the first UK integrated advertising agency for Mast-Jagermeister SE in November 2012, after a competitive pitch process. The £4 million 'It Runs Deep' campaign was launch on the 26th of November of the same year and has really helped the brand gain traction as a more 'premium' alternative to 'Sambuca' or 'Sourz' shots for the 18-40 demographic. The campaign will be supported by print, digital and outdoor activities, all of which will be rolled out over the next 12 months.
“We are proud to launch the first Jagermeister TV campaign in the UK market”
The Red Brick Road has said that they are “Proud to launch the first Jagermeister TV campaign in the UK market”, and that they feel the ad “Celebrates dedication to a shared passion”, but perhaps more importantly celebrates the “Pursuit of incredible, shared experiences.” Their ad is being teased ahead of its unveiling next week with some behind-the-scenes content, which will be posted on Vice today. The content will explain how the ad and subsequent soundtrack were created to reach the “Creative early adopters” of the Jagermeister brand.
Official The Red Brick Road Website
Benjamin Hiorns is a freelance copywriter from the UK who has never been surfing, but loves an ice-cold shot of Jager!
