By Barry Janoff
May 3, 2012: Jägermeister this week will unveil the first TV commercial in the brand's 77-year history as part of a multi-media push for the popular liqueur.
The spot features a private club comprised of Jäger-drinking men from various intense occupations — former NFL all-pro wide receiver and current TV analyst Keyshawn Johnson, pro surfer Nathan Fletcher, guitarist Kerry King from heavy metal band Slayer, five-time Boxing Writers Assn. trainer of the year Freddie Roach, Nascar pit crew chief Mike Lingerfelt and acclaimed tattoo artist Mister Cartoon — who welcome a new member: five-time world champion bullfighter Rob Smets.
The TV spot, "A Seat At The Table," anchors an umbrella campaign, "Stronger Bond," explains how men who drink Jägermeister have formed a unique bond. "[They] have lived lives darker and brighter than others, formed bonds that are harder and stronger than the rest. . . . A man's right to sit at this table must be earned before he is offered a seat at it."
The campaign targets men 21-29, according to Germany-based Mast-Jägermeister SE, which was founded in 1935, and Sidney Frank Importing Co.
Spend was not disclosed, but Mast-Jägermeister and Sidney Frank said they are "making a significant investment in media buys and product integrations across multiple cable networks." The commercial will run on FX, Spike, Comedy Central, ESPN, Discovery, Fox Sports and elsewhere.
Support includes Internet and such social media destinations as Facebook, Twitter and YouTube; and outdoor advertising in key markets. Dedicated Web sites will feature "behind the scenes documentary videos and footage for each of the seven men around the table" and encourage visitors to "share their own [Jägermeister] experiences through customized apps."
All creative comes with the "Drink Responsibly" message. Lead agency is Mistress, Los Angeles.
"Jagermeister has always been consumed socially," Michael Volke, a member of Mast-Jägermeister's executive board, said in a statement. "This product was originally developed for, and dedicated to, hunters that have deep connections to their craft and each other. The "Stronger Bond" campaign triggers stories of this kinship and bonding from the brand's deep history and highlights that bond amongst this exceptional group of men."
"The introduction of this campaign is a milestone for our business as we continue to build Jagermeister in the U.S., the largest market in the world."
According to John Frank, vice chairman for Sidney Frank Importing, New Rochelle, NY, "The introduction of this campaign is a milestone for our business as we continue to build Jagermeister in the United States, the largest market in the world."
Mast-Jägermeister said that brand is the No. 1 selling imported cordial in America and 8th largest-selling premium spirit worldwide.
See the full spot here.