To take on Jägermeister, the winning group clearly decided to go for ‘sex sells’. This drink didn’t quite match the brief so I didn’t feel it was hitting Jägermeister right between the eyes; instead it focussed on hitting on potential partners in the night club.
Sadly there is no recording of the TV ad the group re-enacted, but the script clearly showed how this drink would bring the two sexes together. Men are spied drinking Steck, the women can’t resist and take their Rüben over, the drinks are mixed, and the drinks glow as brightly as the smiles on the faces of the happy drinkers.
Then of course there was the packaging, which clearly tries to symbolise the intended emotional benefit. And potentially a functional benefit after sharing a few drinks at the nightclub. Let’s call it the benefit of the benefit. I examined the bumps on these packs and which bits go where, and, well, thought it would raise an eyebrow or two among the wrong target group. But in the right target group of course this ticks all the right boxes.
And maybe the group also wanted to use the packaging to show Jägermeister, hmm, how should I say it, ‘where to stick it’?