JägermeisterBrand Social

At 90, Jägermeister needed to win over a new generation. Our global social strategy took its formula from the brand’s alchemist roots: mix unexpected people and ideas into content worth watching and sharing.

For the brand’s 90th, we teamed up with creator Ross Smith and his 99-year-old Granny. Proof that you’re never too old to party, and that the best mixes are the unexpected ones.

Then we swapped models for real friend groups and cast them as our collaborators and co-conspirators. From memes to creator collabs, one mischievous voice made it all unmistakably Jägermeister.