Jägermeister never needed
a new identity. It needed a new hour. Launch the new Jägermeister Orange as a daytime-appropriate variant without disconnecting it from the core brand. The challenge was to enter daytime consumption without softening Jägermeister's identity or alienating its loyal nighttime audience. The solution had to feel intentional, culturally credible, and unmistakably Jägermeister.
People don't change how they drink Jägermeister; they change when they allow themselves to. The ritual, the
confidence, and the attitude remain the same. What shifts is the social permission. By reframing the time
rather than the behaviour, Jägermeister Orange could enter daylight moments without rewriting the brand.
The campaign lived where daytime culture already thrives. Music, social content, creator-led moments,
and real-world experiences that felt natural in daylight but unmistakably Jägermeister. Orange visuals, sounds, and tones carried the same confidence as Core, just reframed for a new hour.
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.
