Jägermeister, with its recipe that hasn't changed for 85 years, is the best-selling liqueurbrand in the world.
Due to the many legal restrictions in the alcohol industry, a dark marketing communication was needed that would create a connection between the brand and the consumer by creating different and attractive content categories and taking on specific topics on social media accounts.
It was important to break the general usage habit of 'Shot Drink' in the consumers' minds and to expand the range of use of the product.
We created a content strategy under the name Themeister. We maintained communication by creating a fun and personal platform where consumers could find inspiration and traces of their own worlds that fit their lifestyles.
We communicated with the consumers not as a brand, but as a person. As a result, consumers communicated with the brand as if they were talking to friends, sending a lot of messages.