Insight: Common winter activities and pastime elicit no emotions nowadays.
Communications goals: presenting the new Jägermeister brand identity within the newly designed brand-book, raising brand awareness and customer's interest and involvement during the 2019 winter period.
After deep analysis of the new brand strategy, having studied the brand values, truths and tone of voice, we highlighted the main aspects and transformed them to the main idea of the campaign: The Dark Side of the Winter.