Jägermeister
Stronger Bond
The authenticity of the Jägermeister brand is rooted in a simple truth: it is a strong drink that appeals to robust men who form even stronger bonds.
Men seek shared experiences. While 'intimacy' may not be considered a very 'masculine' attribute by some, it's precisely what they desire, especially in today's world. This intimacy exists even among the most stereotypically testosterone-fueled 'manliest' men on the planet – boxers, big wave surfers, bull riders, race car drivers. All of these rugged men experience intensely guarded moments of intimacy with each other; it's simply called a 'bond.'
Some men undergo trials that prove their greatness, earning them a place at a table where they can let their guards down. This place becomes almost sacred to them. Once these men share a bond, they open up and exchange experiences, fears, and stories that they wouldn't confide in anyone else.
Docu-series
The Chosen Few
So the ultimate reward – for many men – is a connection with their brothers. These are solemn moments that any other brands talking to men might otherwise miss, dilute or be afraid to explore.
That’s why when Jägermeister was looking to change perception of what sharing a couple shots between guys could be, it just made a lot of sense they tap into these strong bonds.
All we had to do was find these guys the audience respected, bring them to the table, and help share their stories. It shows how every one of them is human, and their strength comes from character and resolve.
Social responsibility campaign
A brother in your corner
The "Stronger Bond" spirit was reinforced with a social drinking responsibility campaign and a consumer competition, celebrating the Bro-code by challenging everyone to step up and show how strong their bonds are within their brotherhoods.
Legendary boxing trainer, Freddie Roach, who truly lives by a code of brotherhood fronts the campaign that was designed to encourage fans to drink sensibly.
Agency: Mistress
Partner, ECD: Scott Harris
Creative Team: Eli Tan & Guy Helm