Jägermeister builds on ‘Strange But True’ creative platform in new Facebook positioning via Society

Premium spirits brand Jägermeister is using Facebook as the foundation platform for a new brand positioning in Australia. The platform launches this week through social agency Society which developed the initial social strategy, creative executions and media implementation.

Building on the new “Strange. But True.” creative platform developed by GPY&R for Jägermeister, the Facebook campaign uses illustrations to depict various character types that males identify in their social groups and how those characters develop in the course of their friendships and nights out.

The illustrations include caricatures for a frugal Fox, a noble Stag, an Owl who loves to party, the trusty Wingman and a Snow Leopard who spends too much time in his man cave. One of the key focuses of the campaign is to shift people’s consumption of Jägermeister from the end of their nights out, to the beginning.

Society has worked with media agency UM and programmatic buying specialist Cadreon to give the campaign added reach. The businesses are part of the IPG Mediabrands Australia group.

Says Michael Bouda, senior brand manager at Jägermeister: “The capability to expand this campaign across social media is enormous. It allows people to identify the character types of their mates and comment on their behaviour in a way that brings the characters to life and provides a new irreverence in their mateship while simultaneously building brand equity for Jägermeister outside of the Jäger Bomb.”