Mast-Jägermeister has created a new “division” of its corporate structure for a marketing activation for its namesake liqueur brand in the US.
The ‘Division of Jägermeister Dedicated to Ice Cold Shots’ – abbreviated by the brand owner to D.I.C.S – features in the campaign, which commences this week. As well as a dedicated website, the activation includes on-premise presence, influencer partnerships, paid and social-first digital content and unspecified “cultural moments”.
Financial details behind the activity, which has been “shot entirely inside Jägermeister’s actual US office and featuring real employees”, were not disclosed.
“Through this campaign, we’re showing our devotion to all things ice cold in a way that builds community around the ritual and creates more opportunities for people to connect, celebrate and enjoy Jägermeister the way it was meant to be experienced,” said Mast Jägermeister US’s CMO, Cindy Wang Simms.
At the start of last month, the privately-owned group booked a 1.8% lift in full-year sales from 2025, with the Jägermeister Orange extension earning credit for having “exceeded our expectations”.
