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Jägermeister
Bugger Off Copycats

RAN IN: Mainland China (Local/Regional)

CLIENT
Mast-Jägermeister

1. Annie Yang - General Manager

AGENCY
BBDO Shanghai *Lead Agency

1. Josh Cheung - General Manager 2. Tim You - Executive Creative Director 3. Mars Qian - Senior Account Manager 4. Silvia He - Senior Art Director 5. Lauren Liu - Account Executive


SUMMARY

As a world-recognized liquor brand, Jägermeister earned fame with its signature green glass bottle and stag logo. However, as the brand became famous, Chinese copy-cat brands began impersonating Jägermeister, imitating the product’s iconic traits – misleading consumers and ultimately stealing sales. Jägermeister overcame this challenge by humanizing the challenge with “Bugger off Copycats”. Collaborating with celebrity Lidan, we leveraged his distinctive traits in the campaign to call out imposters. Making our point–just like Jägermeister, there is only one Lidan. Winning back our market share with a 30% increase in sales


Hero Medium: Ecommerce

Audience: Young people (20-35)

Objectives: Build brand equity, Increase brand loyalty, Retain Existing Customers

Language: English