David Bendzko
Senior Brand Manager
Jägermeister
499 m
cross contacts
79 %
Reach within the target group
74 m
DOOH impressions during prime time
Awards
Overview
With Jägermeister Orange, the brand unlocked new moments of enjoyment in the urban summer.
Mediaplus developed an attention-grabbing OOH and DOOH strategy for the launch based on the principle of “prime time, not full time”. Targeted presence in the sundowner moment, combined with visually striking special formats, generated maximum relevance among young audiences. The result: a product launch that turned into an urban summer phenomenon in public spaces.
Challenge
The New Orange Hour
The spirits market is fiercely contested in summer: limited editions, fruit spirits and trend drinks flood the cityscape. Standing out here takes more than sheer volume.
Jägermeister, known for its green bottle and the world of late-night clubbing, was venturing into entirely new communicative territory with Jägermeister Orange. The new shot, fruity and fresh, made from sun-ripened Sicilian oranges and the 56 herbs of the original herbal liqueur, targets a moment that had not previously belonged to the brand: the sundowner. Younger audiences are increasingly shifting their party moments and the enjoyment of alcoholic drinks into the early evening, and fruity, refreshing products are gaining ever greater importance in this context.
The task was clear: maximum attention within the 18- to 39-year-old target group, combined with a visual impact that conveys the spirit of summer, partying and urban coolness.
How do you turn a product launch into an urban summer phenomenon?
Solution
Prime Time not Full Time
Mediaplus developed a strategy that was as precise as it was luminous: out of home as a stage for the sun. Instead of permanent presence, we focused on targeted prime-time communication, Thursday to Saturday from 5 p.m. to midnight, exactly when the target group shifts from everyday life into the evening.
The hybrid outdoor advertising strategy combined the best of both worlds: visually dominant MegaLights, City Light Posters and Video Giants delivered maximum nationwide presence at the most-frequented hotspots of the core target group. In parallel, programmatic DOOH played out the messages with pinpoint accuracy in the sundowner moment. The result: 80% of those who noticed Jägermeister Orange also tried it, and 92% of the volume gain came directly from competitors.
Special highlights gave the campaign additional stage presence
3D motifs on digital City Light columns created genuine stop-and-stare moments and were shared organically on social media. The centrepiece was the monumental mural on Berlin’s Sonnenallee, crowned with a 6.6-metre LED sun, which became the viral hotspot of the summer. At the point of sale and in trendy neighbourhoods, digital screens extended the brand message right through to the purchase impulse.
The bottom line
One million bottles sold and the most successful spirits launch of the past ten years (source: IWSR data). Mediaplus proved that a precise OOH strategy can turn a product launch into an urban summer phenomenon.
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A new brand reality created
"The prime-time strategy brought our message into the cityscape exactly when our target group shifts from everyday life into the evening. The result: a launch that was not only seen, but felt.”
“The campaign was far more than a classic product launch – it was proof that out-of-home remains a highly effective lever for brand building even in the digital age. From the outset, our goal was not merely to make Jägermeister Orange visible, but to anchor it lastingly in consumers’ perception.
With a clearly orchestrated 360-degree approach – from PR through social to high-reach OOH presence – we succeeded in building momentum early and consistently extending it into the market. The focus throughout was on emotionally charging the unique combination of our herbal DNA and the fruity-fresh orange note, and on establishing new moments of enjoyment.
Jägermeister Orange is not a short-term impulse, but a strategic step in the evolution of our brand: we are deliberately opening ourselves up to new target groups and occasions without losing our heritage. The fact that we were able to position the product in the market so quickly and sustainably shows how powerful the combination of a clear brand idea, consistent execution and bold media investment can be.”
Paul Ramser
Director Brand & Digital
Jägermeister
Key Takeaways
#1
Prime time beats full time
#2
Focus wins over permanent presence
#3
Iconic highlights create social-media moments
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Tino Reinecke
Mediaplus
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