Speciality spirit Jägermeister is undertaking its first ATL campaign in the UK with a multi-million pound, integrated campaign targeted at 18-25 year-old men.
The campaign will run nationally from Monday 26 November and will include outdoor, print, digital and social media advertising. Two creatives will run simultaneously and will be followed by a second phase in early 2013.
Developed by The Red Brick Road, the campaign builds upon the Jägermeister brand ethos - 'It Runs Deep' - which links back to the brands heritage, the legend of St. Hubertus.
The 'Give it a Shot' execution features the distinctive Jägermeister bottle with two shot glasses set against a layered background featuring the spirits five known ingredients, though there are in fact 56 ingredients in Jägermeister, all incased in ice. The strapline reads 'Give it a Shot. Ice Cold Shot' with the distinctive stags head brand logo and 'It Runs Deep' as a sign off.
The second creative 'Deep Freeze' shows the Jägermeister bottle frozen within a block of clear ice with two shot glasses set in front. The layered background of ingredients remains with the strapline reading 'Deep Freeze. Ice Cold Shot' with the 'It Runs Deep' sign off in the corner.
The outdoor campaign will comprise of six-sheets and 48-sheets across key UK cities including Glasgow, Manchester, London and Newcastle, as well as six and 48-sheets across the London Underground.
Print ads will feature in target mens publications as double page spreads and right hand pages, digital activity will include banners, skins and flash executions across similar online and social sites, driving consumers to Jägermeister's Facebook presence.
Jägermeister's group marketing manager UK, Nicole Goodwin, commented: "his is a first for Jägermeister in the UK and our biggest ever activity of this magnitude in this country, so it is an exciting time for the brand as we really start to connect with our core consumers and highlight the genuine, deep bonds which exist between true friends.
"We are committed to supporting our trade partners and this campaign will keep Jägermeister front of mind and drive sales in all channels.”
Trade support will come in the form of a new password accessible website allowing partners to download resources and get up to date information on all marketing activity including festivals, music tours and events.