Jägermeister Brings the Holiday Spirit with CTV and In-Store Ads

‘Tis the season to be festive and what better than a cocktail to get in the holiday spirit? The alcoholic beverage market is a competitive space, demanding that brands implement a precise media strategy to reach their target audience. According to eMarketer, alcohol retail sales will reach $178.2B with growth driven by an increase in e-commerce sales, and customers willing to splurge on premium beverages to capitalize on at-home consumption, over restaurants and bars. 

To stay top of mind with shoppers, alcoholic beverage brands must leverage media solutions that engage audiences on the path to purchase and at the point of purchase. In recent years, Connected TV (CTV) has emerged as an innovative solution for reaching potential customers across a wide range of demographics and behavioral attributes. Yet many advertisers struggle to make the most of this complex channel. Fortunately, Cadent and Catalina have developed a solution for marketers in the food and beverage category.  

Jägermeister’s Challenge 

As a nearly century-old brand, Jägermeister has found ways to constantly reinvent itself. In the lead up to the gift-giving holiday season, the brand wanted to drive volume and trial among new 21-year-olds. Jägermeister wanted to test the impact of combining CTV with in-store promotions. Ads focused specifically on their 750 ml bottles.  

Goals
• Lift sales
• Increase customer acquisition
• Improve campaign efficiency

The Solution 

Partnering with Cadent and Catalina, Jägermeister was able to strategically target the audiences that were most likely to try their product.

The Plan 

Leveraging Catalina’s real-time purchase insights and behavioral shopping data, the campaign identified current and lapsed buyers of the brand’s 750 ml bottles. The custom-built audience was targeted via addressable CTV through Cadent Aperture Platform, using Jägermeister’s equity ad campaign, Meister the Moment™. Audiences were then followed up by being served with an in-store trial offer, in compliance with applicable laws and regulations.

The Results 

Through CTV ad impressions, the multi-channel campaign was able to engage audiences from awareness to trial.  

By The Numbers 
• 4M Impressions
• 53% Overall Sales Lift  
• 59% CTV Sales Lift 
• $2.34 Blended ROAS  

This strategic activation drove a $2.34 blended ROAS, an impressive 53% lift in overall sales and 59% sales lift attributed to CTV impressions.

Next Steps 

Want to learn more about how Cadent and Catalina partnered for Jägermeister’s data-driven CTV advertising campaign?