Positioning Jägermeister Cold Brew Coffee as the catalyst to unleash the night’s potential.

Brand Strategy | Creative platform | Integrated campaign | Connections Planning

We all know that moment, where we have the opportunity to set our night in a direction that we’ll remember forever. It’s often a question of choosing between the same thing we’ve done before or trying something new and unexpected.

‘When the night is brewing’ positions Jägermeister Cold Brew coffee as the drink for that moment. With its unexpected coffee and Jäger flavours, Jägermeister Cold Brew coffee is the catalyst to unleash any night’s potential in new and unexpected ways.

At the heart of the activity is a consumer promotion which offers the most unexpected night possible. In partnership with Time Out Jägermeister Cold Brew is giving one lucky winner and a mate exactly 48hrs to pack their bags for the ultimate unexpected night out in Bali.

Cold Brew Coffee is the first NPD launch for Jägermeister in 7 years and is part of a strategic move in shifting preconceptions of the brand and its consumption habits to increase market share from competitors.

The Campaign


Media Partnership