Launch New Jägermeister Cold Brew in the US market by both customizing the highly stylized global campaign and creating bespoke US specific content to better penetrate the target consumer.
The strategy of the campaign fused the already established irreverence of the brand to a widely beloved behavior; drinking coffee.
specifically targeting millennials.
to create awareness for the new product, by using experiential tactics targeting millennial culture and habits.
The ritual of having coffee … anytime of day.
