Jägermeister, together with Serviceplan Italia, the creative agency that is part of the House of Communication, presents the Jägermeister Ear Plugs, a project that transforms one of the brand’s most iconic assets into a practical tool supporting those who live and breathe music and nightlife.

Long connected to the world of music, the brand has chosen to address an increasingly relevant issue for younger generations: hearing health. The result is a simple yet meaningful idea. Building on the iconic -18°C, Jägermeister’s perfect serving temperature, the brand has created ear plugs capable of reducing music volume by 18 decibels, offering real protection without compromising the listening experience.

The Jägermeister Ear Plugs are a tangible demonstration of how a distinctive brand symbol can evolve into a useful object for its community.

To amplify the message, the project comes to life through a dedicated integrated campaign supported by creators and influencers connected to the brand’s music territories. At the heart of the activation is the Jägermeister Music Limited Edition, a collection of four bottles inspired by four different music genres: rock, hip-hop, techno and pop. By purchasing a bottle from the collection, consumers can enter an instant-win competition for the chance to win Jägermeister Ear Plugs and TicketSMS Music Vouchers worth €100, redeemable for concerts, festivals and club events.The project unfolds across an integrated ecosystem of touchpoints including social media, radio and Digital Out Of Home, with the goal of reaching Gen Z and young Millennials. A 360-degree campaign designed to strengthen the connection between Jägermeister and the world of nightlife while promoting a more conscious culture of entertainment.

* “JÄGERMEISTER MUSIC EDITION 2026” instant-win competition, valid from July 15, 2026 to November 30, 2026. Purchase a Jägermeister Music Limited Edition bottle, upload your receipt to www.jagertipremia.it and find out immediately whether you have won. Total prize pool: €19,385.00 VAT included. Full terms and conditions available on the website.

GRUPPO MONTENEGRO

With more than 130 years of history, Gruppo Montenegro is a 100% Italian entrepreneurial company and a market leader in the food and alcoholic beverage sectors. It is the second-largest player in Italy’s spirits industry and boasts six premium brands in the food sector. The Group’s portfolio includes some of the most representative brands of Italian quality and tradition, such as Amaro Montenegro, Vecchia Romagna, Select, Rosso Antico, Coca Buton, Bonomelli, Thè Infrè, Olio Cuore, Cannamela, Polenta Valsugana and Pizza Catarì. Thanks to a strong national and international distribution network, the Group’s brands continue to serve as ambassadors of Made in Italy across 70 countries worldwide, embodying a constant pursuit of excellence rooted in tradition and driven by a strong commitment to quality and sustainability, values that have always distinguished Gruppo Montenegro.

Learn more at: https://www.gruppomontenegro.com/

Credits

Cliente: Jägermeister (Gruppo Montenegro) 

Marketing Manager: Silvia Pignatti

Brand Specialist: Paolo Olivier

Brand Trainee: Matteo Pellizzati

Agenzia Creativa: Serviceplan Italia

CEO & CCO: Stefania Siani

Creative Supervisor Art: Alex Fattore

Creative Supervisor Copy: Francesca Beltrami

Art Director: Andrea Folini, Emanuele Maria Parodi

Copywriter: Davide Bellomia, Nicolò Belardinelli

Account Supervisor: Biagio Carrella

Account Manager: Antonella Laus

Social Media Supervisor: Marina De Lazzari

Social Media Manager: Marta Benedetti

Agenzia PR: Alexander Kim

Agenzia Media: Initiative