Has Jagermeister bombed?

See what I did there? Jager? Bombed? It kind of wrote itself….

The story is all over the UK marketing press today. Jagermeister’s German made attempt at humour for the British market has failed to deliver on several levels.

The commercial is set in Berlin in the middle of the night where slaves hack away at walls of an ice cave to extract a frozen bottle of Jagermeister. Star of the show is icy supermodel Nadja Auermann (the Meister) who’s job it appears is to check it’s being served at the optimum temperature and once that’s sorted out the icy Eurodance party gets going – woop woop! Catch line is “its German – of course it’s cold!”

Described as the ‘turkey’ of this year’s seasonal ads it’s aimed at 18- to 24-year-olds’ in the build-up to Christmas. The inference in the press is that Germans don’t get humour and the campaign is a lemon.

I’m not so sure that it is the disaster that it’s being made out to be though. OK the stuff tastes well, disgusting, unless its frozen, but any self respecting late teen, early 20s’ something wants to get blasted as quickly as possible and this gear certainly delivers on that front!

From an ad planning perspective the target group is young adults, its all quite rightly running on selected digital media, there’s lots of trendy looking bodies and loud stuff happening. Maybe its zee Germans who will have the last laugh here – you decide? https://youtu.be/rtPkkPFNmys



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