Mast-Jägermeister SE, the maker of today’s famous premium herbal liqueur, is celebrating the launch of Jägermeister Orange into global travel retail, with its new channel-exclusive activation campaign, The Orange Era.
The Orange Era will drive awareness, trial, recruitment and conversion by engaging international travellers, in particular the Gen Z audience.
Debuting at Frankfurt International Airport in partnership with Gebr. Heinemann and Frankfurt Airport Retail and then rolling out to key international airports around the world, The Orange Era brings Jägermeister Orange to life with vibrant and bold, orange pop-ups powered by music, putting consumers at the heart of the engagement.
Running for eight weeks in a prime location at Gebr. Heinemann’s B-West store at the airport, The Orange Era captures the essence of Jägermeister Orange and sun-drenched Sicilian summers.
At the installation, consumers explore the musical vibe of The Orange Era by stepping into an orange phone booth, triggering the orange glitter ball to rotate. Inside, shoppers are invited to access a digital experience, selecting an animated background, featuring orange and music-inspired imagery. They then take their own unique celebratory snapshot of The Orange Era to share on social media.
Gifts with purchase invite shoppers to take The Orange Era spirit with them wherever they travel. These items include Jägermeister Orange bucket hats & bum bags, orange framed sunglasses, branded orange t-shirts, Jägermeister Orange stickers and Jägermeister Orange shot glasses, allowing them to fully experience The Orange Era.
The activation is enhanced with orange totems, guiding consumers into the store and amplified in selected locations by The Orange Era team who surprise and entertain travellers, enticing them to visit the pop-up.
Manuel Schilling, Head of Buying Spirits, Gebr. Heinemann says: “Jägermeister Orange perfectly embodies what we at Gebr. Heinemann strive for in travel retail: an extraordinary shopping experience that surprises and delights. This bold product innovation, combined with a playful and immersive pop-up, creates true moments of engagement – especially for younger adult travellers. The Orange Era is a great example of how strong collaboration between brand, retailer and airport brings our promise of a spectacular assortment to life.”
As well as the highly engaging in-store initiative, the integrated programme encompasses digital communications online and in-store.
Gordana Schiel, Managing Director FAR (Frankfurt Airport Retail GmbH & Co. KG.) says: “We are excited and proud that The Orange Era is starting its journey in travel retail at our Heinemann Shop at Frankfurt Airport. With the activation in the shop, we not only delight our customers’ taste buds but also offer an unforgettable experience, a snapshot moment that can be captured for eternity. It is important to us to not only excite our customers with new products but also to create an atmosphere in the shop that invites them to linger and this is exactly what we have achieved together with Jägermeister. Jägermeister is an important partner for our business. The close cooperation has been characterised by innovative strength and outstanding marketing activities for years. Jägermeister Orange is the next step in a success story based on reliability and transparency.”
“The Orange Era is a very exciting and innovative campaign,” says Mast-Jägermeister SE GTR Marketing Director, Stephanie Cleary. “We really look forward to educating consumers and driving trial and sales. This campaign will raise awareness of Jägermeister Orange and reinforce the core brand appeal of Jägermeister.”
Jägermeister Orange is also running a global campaign on Duty Free Hunter, with individually targeted adverts appearing alongside traveller’s search results when they enter in their journey details – visit the Duty Free Hunter website to see the campaign in action.
Jägermeister Orange (33% ABV), which launched into global travel retail in April, is a smooth and fruity ice-cold shot, perfect for young adult consumers looking for extraordinary taste experiences. With the iconic Jägermeister bottle, clear glass and bright liquid, Jägermeister Orange also offers a striking look and feel. The production of Jägermeister Orange is a true craft. The base substance of the original Jägermeister, crafted from 56 herbs, blossoms, roots and fruits is expertly blended with high-quality oil from Sicilian orange and mandarin peels.
As well as airports in Europe, Brazil and key hubs in Asia including India, Jägermeister Orange is launching into new domestic markets this year, including Germany, Austria, Croatia, Hungary, Slovenia, South Africa, Turkey and Norway.
