Jägermeister is rolling out a new airport activation programme in Europe and in other key locations around the world.
The German liqueur brand said its new campaign builds on the momentum Jägermeister is experiencing in travel retail.
The ‘Mastered in Germany, Travelled Worldwide’ campaign highlights Jägermeister’s heritage, brand identity and premiumisation drive. Sampling is included in the month-long promotional campaign.
The first phase focuses on 18 airports including Barcelona, Madrid, Copenhagen, Frankfurt, Berlin, Vienna, Istanbul, Bucharest and London Heathrow and Gatwick in Europe, and, further afield, Johannesburg and Sydney.
Pop-up outlets highlight global travel shopping-exclusive packs, including a 1-litre bottle with glasses and stirrers and two half-litre bottles with shot glasses. Branded merchandise is offered as a GWP.
Mast-Jägermeister SE Director of Global Travel Retail Dietmar Franke said: “Following our strong double-digit growth in 2017, we are increasing our activity this year. This series of unique but instantly recognisable installations raises Jägermeister’s in-store visibility amongst consumers travelling via major international airports and communicates its brand heritage and quality and precision message in a unique and fun way.
“Jägermeister is an impulse purchase brand so it is not only important to sample among both established fans and those who have not tried it before, but also reinforce the sampling with one-of-a-kind offers that can only be found in duty free.”
The campaign will roll out to other locations later in the year, with additional consumer engagement through social media.
