The packs have an interactive digital element that gives consumers the chance to redeem a free Jägermeister Root56 at selected Mitchells & Butlers outlets, including O’Neill’s and hundreds of other bars across the country.
Available from August to September in Tesco, Asda and select convenience stores, the 70cl and 50cl packs have been designed to raise awareness of the Jägermeister Root56, the refreshing long serve which consists of Jägermeister served over ice with ginger beer and a wedge of lime and cucumber.
Set to appeal to both Jägermeister fans and newcomers to the spirit, the Discovery Packs will not only offer consumers the chance to experience the serve created by professional bartenders, but will also encourage them to recreate the perfect blend of Jägermeister’s 56 botanicals and zesty ginger beer at home.
In keeping with the brand’s long-standing history with music, Jägermeister has collaborated exclusively with music app giant, Shazam to facilitate the digital offer. To access their free Jägermeister Root56, consumers simply use the app to scan the unique Shazam code found on the inside cover of the pack’s wrap and redeem at M&B outlets before October 2017.
Nicole Goodwin, Marketing Director at Mast-Jaegermeister UK, comments: “The Root56 is a great tasting long drink that we brought to market just over three years ago. In that time it’s proven to be a huge hit for summer, especially at the UK’s music festivals, which we tour with our award-winning JägerHaus activation.
“After three years of promoting the serve via customer collaborations, sampling campaigns and influencer events, the consumer interest is there to take the Jägermeister Root56 to the next level. As more and more of our on-trade partners adopt the serve it was important to work with a technology giant on a new approach that engages and rewards consumers, six million of which are already using the Shazam app. This forward-thinking campaign inspires consumers to make the perfect Root56 at home whilst supporting key customers and the on-trade sector as a whole.”
Awareness of the Discovery Packs and the Root56 serve will also be driven via a digital advertising campaign running across YouTube, Facebook, Instagram and Twitter, reaching over 14 million target consumers.