The iconic liqueur brand has launched a limited edition bottle to raise funds for the nightlife community.
In order to support nightlife communities during corona crisis family-owned Mast-Jägermeister SE is taking a unique step: for the first time in the brand’s history, the front label of the iconic liqueur is changed across countries and continents for the #SAVETHENIGHT Jägermeister Limited Edition Bottle.
With its specific illustration on the front label the bottle sends a strong message of hope to the nightlife communities and a signal of solidarity with people who usually make the night.
The launch of the desirable bottle is backed with the commitment of Mast-Jägermeister to provide additional one million Euro to the markets that make the bottle available.
The money will be used to help artists, creatives, bartenders or club-owners who are facing never before-seen hard times and are struggling to make a living. The Limited Edition Bottle is part of Jägermeister’s global #SAVETHENIGHT initiative.
International renowned Berlin based Korean artist - DJ Peggy Gou has taken on the role of an ambassador of this project.
”It's a privilege to partner with Jägermeister to donate one million Euro to support nightlife around the world," Gou says.
"The nightlife community is suffering and we need to stand together and help each other through this very tough situation. If we can find a way forward, I'm sure our best nights are yet to come."
For the creation of the front label artwork Jägermeister could win German top-class illustrator Max Löffler.
Its three parts, THE PORTAL, THE TUNNEL & GRIDLINES and A LIGHT BEAM on the horizon, are symbolizing the current state, the path towards the better days and hope.
On the back label the purpose of this exceptional project is outlined: “The good times will come again. Until they do, this bottle is for those who make the night. Together, we support them. Together, we will #savethenight.”
“With this unique initiative, we want to emphasize the importance of stepping in and helping. Global nightlife is truly under severe threat," Jägermeister head of global innovation and design Gunar Splanemann says.
"We offer our fans a bottle they hopefully love with our approach to solidarity, which I am sure they share. This exceptional project symbolizes the spirit, the strong cohesion and the high devotion the global nightlife community stands for and that Jägermeister has been an integral part of for decades.”
The #SAVETHENIGHT Limited Edition Bottle launched in June in selected stores and e-shops in only those few Jägermeister markets: Germany, Switzerland, Belgium, UK, Czech Republic, Slovakia and Argentina.
The bottle launched in South Africa. South Korea, China and Australia in August.
The total number of the highly desirable bottles is limited, so fans have to be quick to order them as it is expected that they are sold out within a very short time.
In Australia the Limited Edition Bottle can be ordered directly through Dan Murphy’s and BWS.
Jägermeister’s initiative #SAVETHENIGHT was created to support both sides of the nightlife community: Artists, creatives and bartenders whose livelihoods have been impacted by the crisis, and those who would normally be in clubs and bars every week, hanging-out with friends.
The initiative consists of a mix of donations, micro-fundings, creative online entertainments such as ‘Meister Drop-Ins’ or ‘Meister Classes’ and support of partner activities.
The digital campaign for #SAVETHENIGHT was created and implemented by the German digital agency la red.
The design of the Limited Edition Bottle was created by Max Löffler in cooperation with the London agency Here Design.
