By James Atkinson
German liqueur Jägermeister on the weekend launched its first ever television advertising campaign in the Australian market.
Jonathan Howells, group brand manager at Suntory (Australian distributor for Jägermeister) said that through the new campaign, the brand invites people to 'hunt out' a new drinking experience.
"The commercial taps into the social behaviour of our core audience of 20-35 year olds, who constantly seek out new cultural experiences and are the first to be 'in the know'," he said.
A still from the commercial, which features the tagline, ‘Hunting since 1935’
"The commercial encapsulates the mystique of the Jägermeister brand, whilst acknowledging the good times shared between friends when drinking Jägermeister. It further supports the new direction for the brand which we hope will get people talking and rediscovering the brand and its fascinating heritage," he added.
Featuring a soundtrack from independent Australian musician, Abbe May, the commercial leverages Jägermeister's support of Australian music through its association with events like the 'Jägermeister Uprising' at the Annandale Hotel in Sydney – a weekly showcase of up-and-coming musical talent.
The 30 second TVCs will run on air from 18 March until 30 April and will be supported by a $1 million multi-tiered program across cinema and digital.