Client
Hans Just
Project
Fingermittens
Drink responsibly – fingers included
Jägermeister has always been served at -18°C. But as more people began drinking the iconic bitter at room temperature, the ice-cold serving ritual came under pressure. So we created Fingerluffen - small knitted mittens that make it possible to hold the freezing shots without numbing your fingers. A woolly reminder that Jägermeister should always be enjoyed ice cold. The mittens were placed in selected bars across Denmark. Right where Jägermeister is served.
Billed Bladet
To reach the target audience from an unexpected angle, the campaign also addressed those most concerned about cold fingers: grandparents. Through an ad in Denmark’s largest weekly magazine for seniors, grandparents could send Fingerluffen to their grandchildren free of charge. They were snapped up the very same day.
Went viral
The idea was picked up by industry media around the world, including AdAge and Ads of the World. Beyond generating strong international PR for the brand, the collaboration with Marketsquare has also contributed to a significant boost in the popularity of the dark spirit.
With the Finger Mitten, everyone can enjoy an ice-cold Jägermeister without freezing their fingers.
To meet the high demand for the sold-out mittens, we created a knitting pattern. With the Finger Mitten, everyone can enjoy an ice-cold Jägermeister without freezing their fingers. Now you can knit a pair for yourself or for someone you care about. All you need to do is follow the pattern via the link.
Work
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Rosendahl
Rosendahl