EUROPE. German drinks house Mast-Jägermeister has partnered with Avolta to launch The Orange Era campaign exclusively across key European airports this summer.
The high-impact activation promotes Jägermeister Orange, the brand’s premium line extension, through a series of vibrant pop-ups at Avolta’s airport locations. These include London Heathrow Terminal 3, London Gatwick South Terminal, Manchester, Alicante, Madrid and Barcelona for four weeks, with an extended eight-week presence in Ibiza. The activation will also run at Palma Airport in August.
Designed to maximise social media impact, the campaign channels the vibrant energy of a Sicilian summer – combining music and immersive pop-ups to engage Gen Z consumers and drive awareness, trial, recruitment and sales.
Visitors are invited to sample an ice-cold shot of Jägermeister Orange at the tasting bar.
Travellers passing through Alicante Airport can pause at the orange phone booth to experience The Orange Era, while at Ibiza Airport a Jägermeister Orange DJ connects with Gen Z and holidaymakers through music and live interaction.
Avolta Club members at Ibiza Airport can try their hand as guest DJs by scanning a QR code to play Mix, Spin & Win, syncing beats to earn points and rewards.
Avolta Global Category Head of Liquor David de Miguel said, “We are excited to collaborate with Mast-Jägermeister SE to build awareness for Jägermeister Orange in European travel retail.
“The Orange Era is a highly engaging activation and fully integrated with our Club Avolta digital programme. Together we are connecting shoppers to Jägermeister Orange before, during and after they visit the airport, driving engagement, traction and recruitment at all points of our customers’ journeys.”
The pop-ups also offer gifts with purchase, such as branded orange bucket hats and bum bags, orange-framed sunglasses, branded t-shirts, stickers and shot glasses.
Mast-Jägermeister SE GTR Marketing Director Stephanie Cleary added, “We are truly delighted by the reaction from consumers to Jägermeister Orange and The Orange Era and to be partnering with Avolta to reach travellers in these key airports in the UK and Spain.
“The Orange Era speaks the same language as our core Gen Z audience and invites them to create their own Orange Era experiences. Jägermeister Orange shows a lighter, fruitier side to Jägermeister and invites new consumers into the brand, reinforcing and expanding its appeal.”
The Orange Era campaign will be extended to additional global airport locations following the European summer, including key hubs in the USA and Asia Pacific.
A smooth, fruity ice-cold shot, Jägermeister Orange is crafted for young adult consumers in search of a bold and innovative flavour experience. At 33% ABV, it blends the vibrant citrus of Sicilian oranges and mandarins with refined herbal notes and subtle bitterness.
Presented in the familiar Jägermeister bottle shape, featuring clear glass and bright liquid, Jägermeister Orange offers not only a new taste but also a striking look and feel, the company said.
Jägermeister Orange is based on the original herbal liqueur made from 56 herbs, flowers, roots and fruits, blended with high-quality oil from Sicilian orange and mandarin peels. ✈
