Jägermeister serves new coffee liqueur via Connecting Plots and Starcom

Jägermeister has launched its first new product in seven years SKU in the Australian market, with Connecting Plots and media from Starcom Australia.

The campaign, ‘When the night is brewing’, positions the new Jägermeister-flavoured coffee liqueur as the liquid catalyst for people to explore what the night has to offer. It is launched via OOH, digital, social and point-of-sale.

The new work comes as a part of the brand’s effort to shift preconceptions around the Brown-Forman brand and its consumption habits while increasing market share.

“We all know that moment, where we have the opportunity to set our night in a direction that we’ll remember forever,” says Dave Jansen, co-founder and creative partner at Connecting Plots. “It’s often a question of choosing between the same thing we’ve done before or trying something new and unexpected. That’s the moment we want to own.”

Marketing director ANZPI for Brown-Forman, Ollie Dickson, added: “Jägermesister wants to celebrate those epic nights that we remember forever, Jägermeister Cold Brew Coffee is the perfect drink for this transitional moment when those unexpected twists and turns come to life. This new product will play a critical role in our portfolio and growing market share.

Jägermeister is also doing a consumer promotion as a part of the campaign, offering an overseas night out chance for one winner and their mate in partnership with Time Out.

Client: Brown-Forman Australia
Marketing Director ANZPI: Ollie Dickson
Marketing Manager – Emerging Brands: Marisa Murray
Innovation Manager: Jessica Osborne
Web Architect: Norberto Tongoy

Agency: Connecting Plots
Co-Founder / CEO: Tom Phillips
Co-Founder / Creative Partner: David Jansen
Head of Integrated Planning & Strategy: Tim Collier
Creative Director: Chris Johnson
Senior Art Director: Scott Sparks
Design Director: Joe Davies-Griffith
Senior Motion Graphic Designer: Alfredo Charris
Senior Account Director: Amelia Bryant
Senior Integrated Producer: Bonnie Ledsam
Project Director: Gwen Jimenez

Media: Starcom Australia
Client Service Director: Andrew Vaughan
Business Director: Mina Savjak
Account Executive: Emma Waterworth


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