Jägermeister
Deer & Beer Landing Page ↗
Jägermeister has had the Deer & Beer program for some time. Their reputation has traditionally been seen as the party shot, wild release, Jäger-bomb brand. They needed to elevate their image and show how they are a premium liqueur. So how does a brand do this within the existing rituals and behaviors of their consumers? Make the existing Deer & Beer program better.
We partnered with craft breweries to show how the 56 botanicals in Jägermeister paired perfectly with practically any beer. Beer tastes are subjective so we created a flavor wheel to select your initial profile and ultimately show how that preference pairs with a particular style of beer. Our brand ambassador traveled across the country to meet the brewers and give our adorers an experience of that pairing.
At the heart of the experience is content, engagement, and a cool guy named Willy Shine.
Leveraging the expertise of Jägermeister’s brand ambassador, Willy Shine, we showed how the digital experience brings the viewer many different flavors, styles of beer, and great destinations of craft breweries across the U.S. Willy’s background as a craft mixologist added to the authenticity of this new, premium way of experience a shot with a beer.
Scrolling Through the Flavors
The experience needed to be simple, educational, entertaining, and just like Jägermeister, innovative. The goal was very simple, 1) tell them what is is 2) tell them how to drink it, and 3) discover what beer is right for them - all at their own speed. The result was an immersive scroll-through of flavors to show how and why Jägermeister is the perfect accompaniment to their favorite beer.