Jägermeister is unveiling a new campaign and brand platform from Leeds studio The Midnight Club for the global launch of Jägermeister Orange, its new vibrant orange spirit.
The global campaign runs across social media and OOH, for the next two years.
Orange by Nature centres on a series of films inspired by the idea that the light, smooth, natural flavour of Jägermeister Orange is entirely unexpected.
Set amid moments of humorous chaos, each film flips the script to reveal a simple truth: even when everything else is competing for attention, the most unexpected thing in the room is still the taste of Jägermeister Orange
The first 30-second campaign film, called “Surprise”, is set at a surprise birthday party. When the unsuspecting guy whose birthday it is returns home, the guests leap out. But the surprise doesn’t go quite as planned. Instead, he crashes straight through the wall and into the neighbour’s bathroom, revealing a completely unexpected scene next door. Even amid the chaos, confusion, and broken plaster, the most surprising thing in the room is still the taste of ice-cold Jägermeister Orange.
The second film “Crab” is set at the same house party, and pushes the chaos even further. When a guest opens the freezer, she accidentally revives a frozen crab – which promptly makes a break for freedom, scurrying into the party. Everyone panics, but the girl remains completely unfazed because she’s transfixed by the ice cold bottle of Jägermeister Orange she’s just discovered.
Another, shorter film captures a first encounter with Jägermeister Orange. At another house party, a guest takes her first sip of Jägermeister Orange, and time briefly slows. The moment slips into a dreamlike state as the smooth, fruity flavour hits, cutting through the noise and chaos around her.
The two 30-second films and the 15-second film, all created by The Midnight Club, will also run in six-second cut-downs, along with six social first extensions, going live on the brand’s Instagram.
Jardena Kedra, senior global brand manager at Mast-Jägermeister SE, said: “With the communications platform The Midnight Club has created, we’re not only supporting the international expansion of Jägermeister Orange but also exploring a model for future global campaigns, with a focus on more platform thinking and clearer creative rules that travel across markets without flattening local expression.”
Dan Merry, group creative director at The Midnight Club, added: “Our aim was simple: introduce a brand new Jägermeister product to a new audience in a way that felt as fresh and surprising as the drink itself. So naturally, we hired a cheeky merman and a party-crashing crab.”
