The Challenge
With the growing popularity of coffee-infused cocktails and spirits, Jägermeister set out to shake up the category with some of the best outdoor advertising. Their latest innovation—Jägermeister Cold Brew Coffee—blended the bold, herbal flavor of the original with a rich mix of coffee and cacao.
The goal? Reach a younger audience, spark interest in the new product and increase awareness, consideration and intent to purchase. To do that, Jägermeister needed more than reach—they needed relevance. So they turned to Vistar Media to activate a contextually driven, data-informed DOOH campaign designed to show up at just the right time in the consumer journey.
The Solution
A DOOH campaign rooted in precision and performance
From legal restrictions to niche audience preferences, this campaign required a high degree of planning and customization. Vistar Media helped Jägermeister navigate every layer of strategy, technology and compliance to execute a national campaign that delivered on every front.
Data-driven audience targeting
Using advanced audience segmentation tools, Vistar and Jägermeister created and activated three high-intent audiences:
- Previous spirits and coffee purchasers (Circana)
- Cold brew enthusiasts (Vistar proprietary segments)
- Adults aged 21–34 (Foursquare behavioral data)
Each segment was targeted programmatically across DOOH screens to maximize precision and scale.
Compliant venue targeting
As an alcohol brand, Jägermeister faced strict placement regulations. Working closely with Vistar Media’s team and their legal partners, the brand identified a curated list of screen types and locations that met all federal, state and local laws, as well as DISCUS and LDA compliance guidelines.
Approved screen types included:
- Billboards
- Urban panels
- Convenience stores
- Gas stations
- Grocery stores
- Liquor stores
Mobile retargeting for post-exposure impact
To extend the impact beyond the initial impression, Jägermeister activated Vistar’s Device ID Passback solution to retarget consumers on mobile devices after they were exposed to a DOOH screen. This allowed for follow-up messaging at key moments of the decision-making process and helped reinforce brand messaging throughout the funnel.
The results
A category-disrupting campaign with measurable brand lift
Jägermeister’s DOOH campaign not only introduced a new product—it made it stick. The creative, data-informed approach resulted in significant increases across key performance indicators:
- +73% lift in product awareness
- +66% lift in product consideration
- +14% lift in brand purchase intent
With thousands of screens activated across nine U.S. states, the campaign demonstrated that smart targeting and contextual placement could drive meaningful results—even within a heavily regulated industry.
DOOH is a flexible and dynamic medium that not only allows us to intercept highly specific audiences throughout their daily lives, but it also allows us to create thoughtful, strategic activations. Add-ons like mobile retargeting, device ID retargeting in CTV, brand studies and foot-traffic studies take a versatile, easy-to-activate medium and turn it into a real powerhouse and cornerstone of intelligent campaigns.
Chris Peddy
Chief Marketing Officer, Jägermeister
The takeaway
Jägermeister’s cold brew campaign proves that DOOH can go far beyond broad awareness. With the right data, creative and compliance strategy, brands can deliver targeted, high-performing campaigns that move the needle at every stage of the funnel.
From custom audience segments to retail-aligned screen placements and mobile re-engagement, Vistar Media helped Jägermeister activate a campaign that was as strategic as it was impactful.
Let’s build your next success story
Whether you’re launching a new product or scaling a smart audience strategy, Vistar Media is your partner in programmatic DOOH. Contact us today to learn how we can bring performance, precision and creative impact to your next campaign.
