Well-known German alcohol brand, Jägermeister, decided to launch its first ad campaign in Australia. This TV ad was primarily planned for German market, back in 2010.

Jägermeister, or the ‘hunting master’ is promoting more than 70 years of making high-quality alcohol that has a very specific taste. The ironic fact about the big comeback is that popular “Jäger bombs” (one shot of Jägermeister dropped into a cup of Red Bull) are banned  in Australia. This might be an attempt to bring the Jäger bombs back to life. If so, this ad campaign would be a major success, but knowing to fact that Jägermeister didn’t even make a special campaign for the Australian market, but only used a 2010 German ad, I come to the conclusion that they are really not making much of an effort.

According to Jonathan Howells, Group Brand Manager at Suntory, Australian distributor for Jägermeister, “The commercial taps into the social behavior of our core audience of 20-35 year olds, who constantly seek out new cultural experiences and are the first to be ‘in the know’ “

All I want to know is if people from Jägermeister planned the campaign in order to target it towards the mixed drinks such as Jäger bombs. If so, and it works for them, this would be one pretty cool idea and smooth move by the ‘Hunting masters’.