Launchkampagne Jägermeister Orange
Winner
Excellence in Brand Strategy and Creation
Brand Communication – 360° Campaign
Credits
Company / Customer
Details
Jägermeister’s mission: to create the best nights. Yet the consumption of alcoholic beverages is increasingly shifting to the early evening, with fruity, refreshing drinks in demand. With Jägermeister Orange, a fruity-fresh shot designed for mixing during “Early Hour,” the brand targets a younger, more female audience. The 360° launch staged the product across all channels in June 2025 – from a high-reach OOH flight that turned all of Germany orange to PR, influencer collaborations, and social media. At the POS, awareness was strategically converted into sales, while at festivals, Orange was brought to life through live brand experiences.
The Jury‘s Statement
With Jägermeister Orange, the brand responds to changing drinking occasions without leaving its origins behind. The launch campaign creates a clear communicative framework for this: it anchors the new occasion within the brand universe and carries it forward consistently across outdoor spaces, social media, PR, influencer collaborations, retail and festivals. Particularly robust is the link between high-attention staging and activated demand. This made the brand extension not only visible, but also relevant within the target group’s everyday lives.
