Jagermeister - "Defy Definition"

rock 'n roll icon goes from cheap to chic for the land of chunderers down-under

Australia’s rise in alcohol-related violence and youth binge-drinking had an unfortunate poster child just as the brand set out to launch a business-critical series of new products across the nation. We developed a new brand platform that tapped into a cultural shift toward “Craft” that could retain the brand’s rock ‘n roll heritage while unearthing its unique product differentiators. 
Back to Top