The document provides insights from focus groups on Jägermeister consumers and proposes recommendations for a new advertising strategy. The group found Jägermeister is popularly consumed as shots or in Jägerbombs but has an outdated brand image. Their recommendations include targeting a younger audience who loves living "young, wild and free", changing the brand's perception through celebrity endorsements, and commercializing popular cocktails using Jägermeister to increase awareness. A key message is that consumers can "call the shots" and enjoy the liquor however they prefer.

1. PURPLE TEAM
Suba Alam, Valerie Calandrino, Nicole Harrison,
Christopher Nova, Vincent Rivera, Wendy Xie
PHASE B

2. ADVERTISING PROBLEM
The “Hunting Man”
image was
unappealing to
consumers who buys
the product
GROUP
Not enough
advertising
which led to
low awareness
of product
“Their image is
going after a man’s
man drink so it
feels exclusive to
women.” - Nicole
“I don’t recall ever
seeing a Jägermeister
ad or commercial
anywhere” - Matt

3. Celebrity and Bartender Endorsements
Solidify Media Presence
Revamp social media and online presence
Commercialize Jägerbombs and other bartending
drinks that uses Jägermeister
RECOMMENDED ADVERTISING STRATEGY
Change Brand Perception
Target audience who loves living “young, wild
and free”
GROUP

4. CONSUMER INSIGHTS + LEARNING SECTION
Jägermeister is popularly bought with Red Bull to create
Jägerbombs to drink at parties.
VALERIE
“When I’m with my friends just
hanging out and drinking we
always start the night with a
round of Jägerbombs.” - Matt
“Jägermeister tastes better and is
fun to drink with Red Bull. It’s
called Jägerbombs.” - Regina
“I only drink it in jager bombs
form, and that gets really old
really fast” - Ryan

5. VALERIE
Jägermeister targets for a manlier image but
anyone drinks it regardless of gender.
Insights & Quotes
“When me and my friends go out
for a girls night we always have
a round of Jägerbombs!” - Kelly
It’s something my grandfather and
my dad love to drink - Giselle A
“All hard liquor is more masculine
while the more tropical flavored
liquor is more feminine of a
beverage choice.” - Sam C

6. CONSUMER INSIGHTS + LEARNING SECTION
“Jägermeister is considered a drink most popular amongst
older adults”
NOVA
“ I use to see my pops
drink that stuff all the
time with his buddies”-
Oscar
“Was the first drink i
had with my
grandfather when i
was 21”- Giselle
“ Isn’t that for old
dudes?”-Mikhail

7. CONSUMER INSIGHTS + LEARNING SECTION
“Jägermeister known for it’s comparable minty taste”
NOVA
“Taste more like the
black licorice i had
as a kid”- Austin
“Reminds me of
Tylenol’s purple
cough syrup
medicine” -Tyler
“Ahhhh Minty”-Joseph

8. TARGET MARKET: PRIMARY
★ SOCIAL
“THE DREAM TEAM”
★ Male or Female
NICOLE
“I would only drink it
in jager bombs form,
and that gets really
old really fast” -
Ryann

9. TARGET MARKET: SECONDARY
NICOLE
★ 21-24
★ HEAVY DRINKING

10. WENDY
PHILANTHROPIST
“I stand for equality, kindness, compassion,
treating people the way you wanted to be
treated and helping those in need.”
CONSUMER MAP: MEET ELLEN
INFLUENCER
“When life gets you down you know what
you gotta do? Just keep swimming.”
SOCIAL BUTTERFLY
“If someone says
you’re weird, say
thank you.”“I like to try new things because I
get bored so easily.”
THRILL SEEKER

11. MEDIA HABITS
Primary & Secondary Target
●Male/Female
●21-34 years old
●Young, wild & free attitude
PrintWebsites, Apps & Social Media
VALERIEOut of Home
Television/Radio

12. UNIQUE POINT OF DIFFERENCE
Unrivaled flavor
Jägermeister’s unique blend of 56 botanical herbs
and spices are crafted together by master distillers
to create a bold, yet balanced taste.
Easy to drink - The way you like it
Whether you prefer it as shots, straight, mixed or
on the rocks, Jägermeister’s unique blend can be
enjoyed the way you like it. With Jägermeister,
you’re in control so you call the shots.
SUBRA
Jägermeister consists of 5 distinct notes:
“Calling the shots... it just feels boss. Like you can walk
into any place and get exactly what you want” - Peter

13. TONALITY/PERSONALITY
Subra
Fun, Exciting
Original, Young
Wild, Bold
Energetic
Trendy
“That just sounds fun. I would
drink Jägermeister more often
if it was that fun.” - Elisa
“Sounds like everyone is dancing
around having a good time.” -
Kathleen

14. Be the Meister of Your Liquor GROUP

15. Moves like Jager
GROUP
“I actually love this
because it makes me
wanna dance!”
- Danielle

16. WINNING SLOGAN:
“You call the shots”
NICOLE
“It makes the most sense
since it’s most likely drank in
shot form!” -Dominick

17. PRINT AD
VINCENT

18. PRINT AD
VINCENT

19. PRINT AD
VINCENT

20. COMMERCIAL STORYBOARD
0:00 - 0:03
Scene introduces the
nightlife setting
Young adults partying,
drinking and dancing
Random Electronic Dance
Music Playing
WENDY
Play Nightlife Sound Effect Here

21. COMMERCIAL STORYBOARD
0:04 - 0:10
DJ switches up the music
Young adults dramatically
pauses for the next song
DJ plays the song “Moves
Like Jagger” by Maroon 5
WENDY
Play Moves Like Jagger by Maroon 5 [2:48 - 3:18]

22. COMMERCIAL STORYBOARD
0:11 - 0:16
Crowd gets super pumped
Young adults uproared and
drinks shots of Jägermeister
“Moves Like Jagger” by
Maroon 5 plays throughout
the commercial
WENDY
Play Moves Like Jagger by Maroon 5 [2:48 - 3:18]

23. COMMERCIAL STORYBOARD
0:17 - 0:20
Bartender unleashes a
successful Jäger Train
Young adults amazed and
loudly cheered for seeing
the amazing phenomenon
Young adults drank
Jägerbombs and danced to
the nightlife music
WENDY
Play Moves Like Jagger by Maroon 5 [2:48 - 3:18]

24. COMMERCIAL STORYBOARD
0:21 - 0:24
More flashing party and
dancing scenes
Young adults were
laughing and smiling
Young adults kept dancing
and drank Jägerbombs
WENDY
Play Moves Like Jagger by Maroon 5 [2:48 - 3:18]

25. COMMERCIAL STORYBOARD
0:25 - 0:27
Scene zooms to a group of
friends raising their
Jägerbomb glasses
Jägerbomb glasses clinked
Scene blackouts for
smooth transition to end
WENDY
Play Moves Like Jagger by Maroon 5 [2:48 - 3:18]

26. COMMERCIAL STORYBOARD
0:28 - 0:30
Mini shot of Red Bull drops
straight into the glass
Slogan appears with
animated effect on the “You”
Music ends with the lyrics
“I’ve got the moves like
Jagger.”
WENDY
Play Moves Like Jagger by Maroon 5 [2:48 - 3:18]

27. CLOSING SUMMARY
Brand Awareness
Not Just for Men
Original positioning aimed at older men
Introduce to young men & women as fun and party
Young, Wild & Free
Drink not viewed as fun or exciting
Now young crowd enjoys & carefree
You Call the Shots
Originally taken in shot form
Jagerbombs, shots, cocktail - YOU call the shots!
Not enough advertising
Social media, print ads, website, brand ambassador
VALERIE

28. PURPLE TEAM
Subra
ALAM
Valerie
CALANDRINO
Nicole
HARRISON
Christopher
NOVA
Vincent
RIVERA
Wendy
XIE

29. CONSUMER PROMOTION/EVENT SPONSORSHIP/BRANDED CONTENT
Consumer Promotion
New Bottle Design Contest
Enter our bottle design contest for
a chance to have your design
become the new bottle for
Jagermeister! Grand prize - in
addition to us using your design
you will receive an all inclusive trip
for 4 to Germany to see
Jägermeister factory (21&over)
Event Sponsorship
NBA Finals: Run short ads, possibly
involving a team or player.
Hulu: free version of Hulu shows lots of
ads. Short commercials here would
be cheap to invest.
Call the Shots Campaign:
Customizable Jägermeister bottles
via a new website, calltheshots.com
Branded Content
Campaign for Smarter Drinking
● Raises awareness of the
importance of drinking
responsibly
● Allows people to see that
Jägermeister cares about
the safety of the consumer
● Allows the user to call the
shots, responsibly
VINCENT, VALERIE

30. CONSUMER PROMOTION - OBJECTIVES
● Reach our target audience through
television and online ads.
● Generate buzz around the brand and get
people talking.
● “You call the shots” and how it relates to
freedom and consumer empowerment.
VINCENT

31. EVENT SPONSORSHIP
NBA Finals (June 2017)
· Run short ads, possibly involving a team or player.
· Basketball and “shot calling” go hand in hand.
· This would allow us to reach both our primary and secondary targets.
Hulu (Summer to Winter 2017)
· Netflix doesn’t show many ads but the free version of Hulu does
· Short commercials here would be cheap
· We can reach a wide audience by targeting popular shows like The Handmaid’s Tale, Difficult People,
and classics like South Park and Seinfeld.
· You can’t skip the commercials with a free account
· Potential product placement on new shows
VINCENT

32. EVENTS SPONSORSHIP
Call the Shots Campaign (Run from late Summer 2017-Mid 2018)
● Customizable Jägermeister bottles via a new website,
calltheshots.com
● Allows user to change the colors of the glass bottles and put
a custom message on the bottle front.
● Each unique bottle will bring a feeling of empowerment and
make the user feel closer to the brand.
● The logo will always be the same, we can’t allow for a total
change of the brand image.
VINCENT

33. EVENT SPONSORSHIP/BRANDED CONTENT
Campaign for Smarter Drinking (Indefinitely)
● New campaign targeted at young adults
● Raises awareness of the importance of
drinking responsibly
● Allows people to see that Jägermeister
cares about the safety of the consumer
● A cheap campaign for us, it’s already
underway and would not require much
from us
● Allows the user to call the shots,
responsibly
VINCENT