Jägermeister was losing relevance with 18–24s as the brand’s “cool factor” eroded and competitors doubled down on lifestyle credibility. Our task: reignite affinity, restore boldness, and make
Jägermeister feel untouchable again. Not with another brand party, but by creating a ritual people had to talk about. One that drove engagement, earned media, and trigger the kind of FOMO that made people need to be there.
We reframed Haus of Kühl from a one-city event into a three-city immersive brand world, tripling our touchpoints, conversations, and cultural currency. Our approach blended mystery, spectacle, and scarcity to create FOMO-fueled anticipation and
drive RSVPs at scale.
In just 8 weeks, we reached 1.9 million South Africans, sold out all 3 events ahead of schedule, and drove 3X more engagement than the year before. Demand outpaced supply by 44%, creator participation jumped to 202%, and engagement beat category benchmarks by 470%. Haus of Kühl didn’t just reach people, it re-earned their loyalty.
Jägermeister was losing relevance with 18–24s as the brand’s “cool factor” eroded and competitors doubled down on lifestyle credibility. Our task: reignite affinity, restore boldness, and make
Jägermeister feel untouchable again. Not with another brand party, but by creating a ritual people had to talk about. One that drove engagement, earned media, and trigger the kind of FOMO that made people need to be there.
We reframed Haus of Kühl from a one-city event into a three-city immersive brand world, tripling our touchpoints, conversations, and cultural currency. Our approach blended mystery, spectacle, and scarcity to create FOMO-fueled anticipation and
drive RSVPs at scale.
In just 8 weeks, we reached 1.9 million South Africans, sold out all 3 events ahead of schedule, and drove 3X more engagement than the year before. Demand outpaced supply by 44%, creator participation jumped to 202%, and engagement beat category benchmarks by 470%. Haus of Kühl didn’t just reach people, it re-earned their loyalty.
Partners | Below The Line Productions, Ibar publicity & Humanz
