Challenge:
Define the role of Jägermeister Orange within the brand portfolio and create a clear commercial strategy that would differentiate the new variant while supporting a successful global rollout.

Unlock:
We used need mapping to identify the optimal portfolio role for Jägermeister Orange, and translated the commercial strategy into a practical market operating toolkit with clear guidance for both B2C and B2B execution.

Impact:
A fully aligned global team on the positioning, commercial, and activation guidance for Orange, to continue the exceptional early growth of 5 million bottles sold globally in under two years, Germany's biggest spirits launch in a decade, and incremental sales generated in every launch market.

Tasks & role: Brand Strategy & Design Lead

‍Campaign developed by The Midnight Club. Produced by ZERO.