ITALY. Mast-Jägermeister has partnered with Lagardère Travel Retail for The Orange Era, a dynamic travel retail-exclusive pop-up campaign at Rome Fiumicino Airport.
The activation is centred on the new Jägermeister Orange expression, which launched in travel retail in April. It is the latest in a series of The Orange Era animations in the channel with previous iterations at Heathrow, Madrid and Frankfurt airports among others.
The Orange Era pop-up runs through September in the Terminal 1 Lagardère store event space. With its bold orange design, the campaign aims to drive awareness, trial, shopper recruitment and incremental sales.
Highlights include a striking video wall offering a strong social media component designed to resonate with Gen Z travellers. Engagement is facilitated through a QR code, linking directly to The Orange Era platform.
Brand Ambassadors invite travellers to discover the Jägermeister Orange story, handing out stickers, temporary tattoos and polaroid pictures. A tasting bar serves ice-cold shots, while gifts with purchase include branded bucket hats and shot glasses.
The brand anticipates significant exposure from the campaign. Of the 1.9 million travellers predicted to travel through Rome Fiumicino Airport during September, over 320,000 are expected to experience the pop-up.
Following its Rome debut, The Orange Era will expand to airports across other regions, including the USA and Asia Pacific.
“The Orange Era supports the introduction of Jägermeister Orange into global travel retail and immerses travellers into Jägermeister Orange with our vibrant and bold engagement platform,” commented Mast-Jägermeister SE GTR Marketing Director Stephanie Cleary.
“Jägermeister Orange fits perfectly in our portfolio and gives consumers a new taste experience, introducing younger legal-drinking-age drinkers to the brand.”
Jägermeister Orange (33% ABV) is the latest release from the herbal liqueur brand. It is a smooth and fruity ice-cold shot crafted for young adult consumers seeking distinctive flavour experiences.
Jägermeister Orange is created using the same base as the original herbal liqueur, crafted from 56 herbs, blossoms, roots and fruits, enhanced with oils from Sicilian orange and mandarin peels. The expression’s clear glass bottle and vivid orange liquid offer a contemporary new look within the Jägermeister identity. ✈
