Jägermeister takes horror theme for digital Halloween campaign

Jägermeister has launched a digital campaign for Halloween, starring Simone Marie Butler, bass player with the rock band Primal Scream and a presenter on Soho Radio.

The Things Aren’t Always As They Seem campaign takes inspiration from classic horror stories and features animations, videos and soundtracks to “immerse consumers in a world of hidden layers and secret messages”, said the brand.

Mast-Jaegermeister UK has also produced 10,000 Halloween 2cl miniatures featuring four characters from the videos, called the The Cursed Four. 

The company said Jägermeister’s rate of sale increases by 34% in the Halloween period.

Marketing director Nicole Goodwin said: “Halloween is now a crucial date in the social calendars of our target audience and Jägermeister is the brand the consumers want to see, hence why it’s a top selling spirit.

“For 2017 we’ve moved beyond zombies to a campaign that’s intriguing, mind-bending, suggestive and distinctly German with an edge.

“The campaign’s layered messages go further to deepen consumer connections, allowing us to communicate the perfect serve – ice cold at -18˚ C – in a slick way.

“We’re focusing on digital because that’s where our consumers are engaging with content, but our POS kits are bigger and cooler than ever and we’re working collaboratively with customers and across their social channels to maximise awareness.”