Creative Director :: Writer :: Pirate
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Mastering the persona of premium

 
 

JAGERMEISTER > The new premium

The New Premium. After one too many Jägerbombs, the brand had an image problem. They wanted to appeal to a post-millennial audience that preferred whisky shots, the brand was somewhat unknown to the generation coming behind them. In order to grab attention among the premium-minded and image conscious cohort, we started with a social makeover and witty storytelling.