US and GB: Jägermeister hires creative agency to grow awareness - How is its brand awareness currently?

German beverage brand Jägermeister has brought Mother on board as its first global creative agency of record. The agency is tasked with drawing new consumers to the herbal liqueur brand and boosting global brand awareness. Jägermeister is recently reported to be focusing on growing its Gen Z audience. How has Jägermeister’s brand awareness fared among Millennials and Gen Z audiences in recent years?

According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - Jägermeister’s brand awareness among Millennials and Gen Z in both markets, the US and Great Britain has fallen.

In Great Britain, the metric - which measures how aware customers are of the brand - has in recent years recorded scores lower than those at the beginning of the pandemic. As of January 2023, Jägermeister’s Brand Awareness stood at 84%, down from 87% in January 2020.

In the US, the metric improved slightly - from 54% in January 2020, to a peak of 63% in July 2021, before recording a 56% score in January 2023.

We also explore YouGov data to see how Millennials and Gen Z in these markets feel about advertising in general.

Data from YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - shows that in the US, 70% of this group agrees with the statement that they “like seeing real looking people in ads”. Similarly, they also agree with the statement that they are “more likely to engage with advertisements on social media than on regular websites” - significantly more likely than the general US population (58% vs. 39%).

This audience is also more likely than the general population to agree with the statement that “receiving e-mails directly from brands or companies can influence [their] purchasing decisions” (56% vs. 43%).

In GB, Millennials and Gen Z are more likely than the general British population to like brands that are willing to get involved in social issues (54% vs. 40%). Similarly, they are more likely than the rest of the British population to engage with ads that are tailored to them (40% vs. 31%).

Millennials and Gen Z in the US (57%) are more likely than those in Britain (40%) to say that they’re “more likely to engage with adverts that are tailored” to them.

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Jägermeister’s Brand Awareness score is based on the question: Which of the following spirit and liquor brands have you ever heard of? and delivered as a percentage. Scores are based on an average daily sample size of 9303/322 US and GB adults between January 2020 and January 2023. Figures are based on a half-yearly periodicity. Learn more about BrandIndex.

YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US and GB is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.

Photo by Jakob Braun on Unsplash