Nadja Auermann Is the 'Meister of Cold' in Jagermeister's Repositioning Campaign

Spot Filmed in Berlin Underlines the Brand's German Heritage

Published On
May 03, 2017

Editor's Pick

Jagermeister is underlining its German roots and super-chilled taste in a new U.S. campaign designed to reposition the brand and promote it to a millennial audience.

The campaign is launched with a TV spot, created by agency Opperman Weiss, that stars German supermodel Nadja Auermann walking into a Berlin nightclub and demanding a Jagermeister in frosty ice-queen style. German director Ralf Schmerberg helmed the ad, mingling shots of Berlin's nightlife with lots of motifs of cold and ice to emphasize its minus-18 celsius serving temperature. It's kitschy in style -- think "Cabaret" for millennials, with a touch of '80s Teutonic Bond villainess thrown in.

"It takes a courageous client to tap into their heritage and provenance in such an irreverent way, but Jägermeister is just the brand to do it -- it's in their DNA to be on the edge," said Jeff Weiss, co-founder and chief creative officer at Opperman Weiss, in a statement. "This Bauhaus--inspired glimpse into the Berlin underground is an own-able, modern way for the brand to maintain its category leadership while solidifying its position as a truly refined spirit. This is no doubt a pivotal time for Jägermeister."