A multimillion-pound marketing campaign has been launched to promote shot liqueur Jägermeister for mixing with ginger beer.
The signature Root56 serve, which is already promoted in the brand’s native Germany, sees the liqueur served over ice with ginger beer and a wedge of lime.
Its name is inspired by the complex and secret blend of 56 roots, herbs, blossoms and fruits, which includes ginger.
The five-month UK campaign began this month and includes outdoor, print, digital and social media to drive awareness of the serve into the key summer season.
Support in the on-trade will include recipe cards, point-of-sale materials and bespoke activity developed with the Mast-Jaegermeister UK sales team.
Nicole Goodwin, director of marketing at Mast-Jaegermeister UK, said: “While the ice-cold shot is still our number-one serve, Root56 provides additional drinking occasions and is a refreshing new way to enjoy Jägermeister.
“As the nation’s drinking habits are evolving, there is a great opportunity to tap into changing tastes with a serve suited to year-round enjoyment.”
The new creative features the Jägermeister bottle with a Root56, both presented on a block of ice which is in keeping with the classic Jägermeister ice-cold serve, with a ginger root seemingly connecting the two encased within the ice below. The strapline reads, “Discover Our Roots”.
As well as outdoor advertising in over 3,500 sites across the UK, the campaign is running in 100 key railway stations and across the London Underground network and also on posters in bars. It will feature in news, lifestyle, sports and music titles including FHM, GQ, Esquire, Q, Shortlist, Sport, Time Out, NME and Mixmag as well as online.
Nicole added: “We are investing significantly in this campaign to raise awareness and education amongst consumers and the trade on the perfect Root56 serve, with the ultimate aim of driving trial and enhancing the drinking repertoire of consumers looking for new and exciting drinks.”
To make the perfect Root56, pour 50ml of ice-cold Jägermeister into a glass and fill up with ice-cold ginger beer and ice. Garnish with a wedge of fresh lime and cucumber.