After having had ‘Only if it’s ice and ice cold’ as its slogan for many years, we were thrilled when Jägermeister asked us for a total re-positioning of the brand, including a new look and a new multi-channel brand campaign.

The campaign is inspired by the different opinions that people may have about the brand. Jägermeister has always been a polarizing brand and a polarizing drink. We wanted to celebrate the fact that it is just that: A matter of taste.‘