GERMANY. Mast-Jägermeister has launched a travel retail-exclusive campaign for its new herbal liqueur, Jägermeister Orange.
‘The Orange Era’ campaign debuted yesterday (10 June) at Frankfurt Airport, in partnership with Gebr. Heinemann and Frankfurt Airport Retail. The high-impact activation will run for eight weeks.
“We are disruptive, loud and in your face,” said Mast-Jägermeister Vice President Global Travel Retail Tobias Witte during the launch event attended by The Moodie Davitt Report.
“We put consumers at the centre of our activation. We have a beautiful phone booth where you can experience music, activate the disco ball and really engage with the brand.”
‘The Orange Era’ aims to drive awareness, trial, recruitment and conversion by engaging international travellers, particularly Gen Z.
The campaign is launching at key European airports, including London Heathrow, Geneva and Barcelona, and will soon expand to Brazil and Asia Pacific markets such as India.
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‘The Orange Era is calling’
The Frankfurt Airport B-West activation features an orange phone booth with a rotating disco ball that comes to life as passengers step inside.
Visitors can lift the retro phone receiver to listen to music and access a digital experience. They can choose from animated backgrounds inspired by orange tones and music, then take a souvenir photograph to share on social media.
Gifts with purchase include Jägermeister Orange bucket hats, bum bags, tinted sunglasses, branded t-shirts, stickers and shot glasses.
Orange totems lead consumers into the store, while ‘The Orange Era’ teams at chosen sites actively encourage travellers to visit the pop-up.
Mast-Jägermeister Marketing Director Global Travel Retail Stephanie Cleary told The Moodie Davitt Report, “Younger travellers want experiences they can share on Instagram and TikTok. The campaign needs real stopping power to succeed in a busy airport environment.
“The phone booth idea is Instagrammable, and when paired with music, it perfectly captures the ‘Orange Era is calling’ concept.”
Mast-Jägermeister Director Global Travel Retail Katia Egerter remarked, “We’re also paying homage to the fact that we are a German brand, so this is our home. Travelling shoppers can purchase this product as a souvenir.”
Cleary added, “We know that Gen Z is going to be the biggest cohort of travellers in the near future, so we need to be present where they travel. That’s exactly what you will see with the hubs we activate in the coming months.”
Witte said, “Orange is a showcase of our innovation. We develop products based on consumer needs and insights.
“The key message is to show a different side of the brand – one that’s light, fruity, more sustainable and lower in ABV – aligning with trends we’re seeing among Gen Z. Ultimately, what matters is resonating with our consumers.
“Travel retail is very much impulse retail. A consumer isn’t looking for herbal liqueur on the duty-free shelves. Orange offers a wow factor – it’s the shot occasion that passengers are looking for.”
A bold new chapter for Jägermeister
Jägermeister Orange (33% ABV), launched into travel retail in April, comes in the brand’s signature bottle with an orange tint.
It blends the original Jägermeister base – made from 56 herbs, blossoms, roots and fruits – with Sicilian orange and mandarin peels.
Gebr. Heinemann Head of Buying Spirits Manuel Schilling said, “Jägermeister Orange perfectly embodies what we at Gebr. Heinemann strive for in travel retail: an extraordinary shopping experience that surprises and delights.
“This bold product innovation, combined with a playful and immersive pop-up, creates true moments of engagement – especially for younger adult travellers.
“‘The Orange Era’ is a great example of how strong collaboration between brand, retailer and airport brings our promise of a spectacular assortment to life.”
Apart from the in-store initiative, the 360-degree campaign encompasses digital communications online and in-store.
Cleary added, “The overall strategy includes paid media partnerships with retailers, through loyalty programmes and targeting passengers through social media adverts, including a collaboration with Meta.”
Frankfurt Airport Retail Managing Director Gordana Schiel said, “We are excited and proud that ‘The Orange Era’ is starting its journey in travel retail at our Heinemann Shop at Frankfurt Airport.
“With the activation in the shop, we not only delight our customers’ taste buds but also offer an unforgettable experience – a snapshot moment that can be captured for eternity.
“It is important to us to not only excite our customers with new products but also to create an atmosphere in the shop that invites them to linger, and this is exactly what we have achieved together with Jägermeister.
“Jägermeister is an important partner for our business. The close cooperation has been characterised by innovative strength and outstanding marketing activities for years. Jägermeister Orange is the next step in a success story based on reliability and transparency.”
Cleary added, “‘The Orange Era’ is a very exciting and innovative campaign. We really look forward to educating consumers and driving trial and sales.
“This campaign will raise awareness for Jägermeister Orange and reinforce Jägermeister’s core brand appeal.” ✈
