The marketing team is keen to promote Jägermeister as an ice-cold shot and 8,000 billboards and posters featuring slogans like “Give It a Shot” and “Deep Freeze” will hammer the message home.
The six-sheet portrait ads appear in high footfall areas designed to “ensure exposure as consumers head to convenience stores”, with a particular focus on the London underground.
It appreciates that bombs account for the majority of its sales but wants to ensure the brand has a healthy future beyond that as cheaper me-too brands muscle in and trends change.
The team wants to educate consumers about Jägermeister’s provenance and complex blend of 56 herbs and spices.
The ads featured the brand set against a background of core ingredients star anise, cardamom, cinnamon, ginger and orange peel – all encased in ice.
Marketing manager Nicole Goodwin said: “Christmas and New Year is a key time for all drinks brands as consumers tend to purchase more alcohol during these big occasions.
“To capitalise on the opportunity and support our retail partners we are investing in our biggest outdoor campaign to date.
“The strategic positioning of the striking It Runs Deep campaign will keep the brand front of mind as consumers head out for Christmas drinks or to the shops to stock up for their celebrations at home. We expect the presence of the campaign to drive sales during this important time.”
Jägermeister is the third-largest liqueur brand in the off-trade after Bailey’s and Disaronno (Nielsen, year to April 2013), but it is far more popular in the on-trade – where it is the third-largest drink in the entire spirits category (CGA, year to September 2013).
To drive sales in the take-home channel Jägermeister has released a range of gift packs.
A limited-edition silver 70cl bottle is available in Tesco and Morrisons; a Jägermeister Deep Freeze set including a 2cl bottle and a frosted shot glass is in Tesco; a Jägermeister Give It a Shot set of two 2cl bottles and two shot glasses is also in Tesco; and a gift set featuring a 4cl bottle and a branded bobble hat is available in Asda and Tesco.
Goodwin said: “The alcohol gifting market provides a huge sales opportunity for retailers and we are confident our new range will be a massive hit with consumers”.
“The limited-edition silver bottle quickly sold out during the festive season last year and so this year, we wanted to ensure we met consumer demand with a greater range of products.”