Jägermeister has taken its multisensory seeding campaign to the next level: Sensory Voyage 3.0 reinterprets 90s teleshopping formats and delivers international reach across over 30 countries. What began as an experimental format in 2023 is now an integral part of the premium herbal liqueur’s brand communication.
“With Sensory Voyage 3.0, we staged Jägermeister and nostalgia as an experience to boost digital interactivity with the community. Our goal was to provide Gen Z with relevant content that sparks viral attention and further positions Jägermeister as a global lifestyle brand,” says Sven Schindler, Senior Director Global Brand & Digital Marketing at Jägermeister.
The Seeding Box – Five Senses, Five Statements
The limited-edition box appeals to all five senses and was sent exclusively to Jägermeister’s creative collaborators (AKA Meisters) in Kenya and other markets over the festive season. Each component was created in collaboration with iconic brands and artists from the urban scene that resonate strongly with Gen Z. These curated boxes are a statement of creativity and brand positioning beyond the classic core product:
- CES (Touch): Tactile T-shirt design by NYC graffiti pioneer Rob “CES” Provenzano.
- Yeti Out (Sound): Vinyl mix by the DJ collective for the rhythm of the night.
- Kuumba International (Smell): Signature candle with Jägermeister scent.
- KRINK (Sight): Markers in Culture Orange and Herbal Green.
- Jägermeister (Taste): Ice-cold at −18 °C, featuring a reinterpretation of the wordmark by New York graffiti artist CES on the back of the bottles.
Retro Meets Gen Z
This latest Sensory Voyage campaign was set in a teleshopping universe where the products were brought to the screen with irony and retro charm. Meisters have been amplifying the campaign’s hype with unboxing videos and community engagement online. The result is a cross-platform experience that combines nostalgia and humor with online interactivity.
“I think this was a really fun, out-of-the-box campaign that invited us to connect deeper with our senses and allow our creativity to guide that process both playfully and intentionally. It’s the type of unique, bold idea that makes me really relate with Jägermeister – because at the core of all creativity is the willingness to experiment,” says singer-songwriter and Meister Iyanah Kiragu.
About Jägermeister
Today’s famous premium herbal liqueur was launched 90 years ago by Curt Mast. The recipe of 56 herbs, blossoms and roots has remained unchanged to this day. Traditionally, Jägermeister is produced exclusively in the small town of Wolfenbüttel in northern Germany. Bottling takes place at plants in Wolfenbüttel-Linden and Kamenz in Saxony. From here, the herbal liqueur in the distinctive bottle is exported to more than 150 countries worldwide. The family-owned company employs around 1,000 people worldwide.
Since 2020, the brand portfolio now also includes Teremana, the tequila brand founded by Hollywood actor and entrepreneur Dwayne Johnson, and GIN SUL, which is produced in Hamburg-Altona.
