Jagermeister Bets on Music Collaboration to Reach a New Generation in Spain
Jagermeister's 'Be The Meister' is a 2019 digital campaign launched in Spain by Proximity Barcelona that merged two existing artists' songs and music videos into a single third audiovisual work, using music collaboration as the primary vehicle for brand communication with Generation Z and Millennial audiences.
Published in May 2019, the campaign brought together urban music artists Rels B and Deva, combining Rels B's track 'Ballin'' with Deva's 'Quién Quieres Ser' into a new merged creative experience. The underlying creative logic, described by the agency as a '1 + 1 = 3' equation, positioned Jagermeister not as a sponsor of music but as a catalyst that enables something greater than the sum of its parts. The concept translated the brand's global platform, introduced in 2017 according to clapboard.com, from mass-media nightlife advertising into artist-led, mobile-first urban music culture relevant to Spain's young adult consumers.
Proximity Barcelona produced the campaign alongside production company CANADA, with music production handled by Anthony Kilhoffer. The campaign existed as a single digital media asset, concentrating its reach through the audiovisual format rather than multi-format saturation. In Spain, where streaming and short-form video consumption among younger adults had accelerated sharply by 2019, the duet video format offered an organic point of entry into cultural conversations that conventional alcoholic drinks advertising rarely achieves. Jagermeister's brand positioning — built around effort, ambition, and an irreverent style, as noted by linkedin.com — found a natural expression in the act of two artists collaborating to create something new. The campaign earns a Clapboard Score of 78 out of 100, reflecting strong creative concept execution and cultural relevance within the Food and Drink and Alcoholic Drinks categories.
Jagermeister entered the 'Be The Meister' campaign with a deliberate strategic intent to move beyond the brand's older associations. As documented by clapboard.com and adsoftheworld.com, the previous significant Spanish campaign, 'Hunt or Be Hunted' created by McCann and published in Spain in March 2016, was aligned with the brand's stag emblem, nightlife intensity, and a confrontational hunter identity. By 2019, that positioning had given way to a platform centred on effort, ambition, and creative irreverence, targeting Generation Z and Millennials specifically, according to linkedin.com.
The strategic move toward a musical campaign was grounded in a consumer insight about how younger Spanish audiences discover culture. Rather than advertising around music, Jagermeister chose to become part of the music itself, commissioning a genuine creative collaboration rather than a licensed soundtrack placement. This distinction matters competitively: rival spirits brands operating in Spain's Alcoholic Drinks market, including Martini, which was reported ahead of Jagermeister in specialty-spirits rankings according to thespiritsbusiness.com, have historically relied on lifestyle imagery and event sponsorship to reach younger consumers. Jagermeister's audiovisual campaign approach offered a differentiating creative posture.
The commercial context supported the ambition. Jagermeister sold approximately 8.5 million nine-litre cases globally in 2019, up from approximately 7.5 million cases in 2018, representing year-on-year growth of around 13.3 percent, according to thespiritsbusiness.com. That growth trajectory gave the brand both the confidence and the commercial rationale to invest in a higher-concept creative format. In Spain, where urban music genres had established deep cultural footholds among the precise demographic Jagermeister was targeting, the strategic alignment between the merging songs mechanic and the audience's lived cultural experience was precise rather than opportunistic, as observed by Fabnews Live.
The 'Be The Meister' campaign rests on a production concept that treats the audiovisual work itself as the brand expression. Proximity Barcelona, operating from its Spanish base, conceived the merging songs mechanic as both the creative idea and the deliverable: two separate music videos combined into a third work that could not exist without both source elements, and without Jagermeister's role as the enabling force.
Music producer Anthony Kilhoffer handled the musical fusion of Rels B's 'Ballin'' and Deva's 'Quién Quieres Ser'. Kilhoffer's prior collaborations with Kanye West and Rick Ross, as reported by fabnews.live and adsoftheworld.com, brought production credibility that reinforced the campaign's positioning within serious music culture rather than commercial pastiche. The choice of Kilhoffer was a signal to culturally informed younger audiences in Spain that the collaboration was built with genuine craft.
Production company CANADA executed the visual dimension of the merged audiovisual campaign. CANADA had previously worked on Rosalía's 'Malamente', as documented by adsoftheworld.com, a visual and musical project that had itself become a significant cultural reference point in Spain. That lineage lent the 'Be The Meister' production a visual grammar recognisable to the Spanish urban and independent music audience Jagermeister was targeting. The result was a duet video that functioned simultaneously as branded content and as a self-contained piece of music culture, with the Jagermeister identity embedded in the creative act itself rather than appended as a logo.
Amanda Muñiz, Client Services Director at Proximity Barcelona, described the campaign's intent as reflecting where advertising is heading, noting in remarks cited by latinspots.com: the work represented content with concept, not concept with content appended as an afterthought. That distinction captures the production philosophy that shaped every craft decision in the campaign's execution in Spain.
No verified campaign-specific performance data for 'Be The Meister' — including view counts, engagement rates, or brand-lift metrics — is publicly available for the Spain market at the time of this analysis. Assessment of the campaign's structural effectiveness therefore draws on its creative architecture and the broader commercial context in which it operated.
The campaign's decision to concentrate entirely on a single digital media asset rather than a multi-format spread is itself a strategic signal. In a market where attention is distributed across numerous channels, a single high-quality audiovisual work demands that every viewer encounter be with the fullest expression of the idea. This approach reduces dilution and increases the coherence of the brand experience among the Generation Z and Millennial audiences Proximity was targeting in Spain.
The commercial trajectory surrounding the campaign is notable. Jagermeister's global volume grew from approximately 7.5 million nine-litre cases in 2018 to approximately 8.5 million in 2019, according to thespiritsbusiness.com, suggesting the brand was in a period of genuine commercial momentum when 'Be The Meister' launched. While this growth cannot be attributed to the Spanish campaign alone, the strategic alignment between creative ambition and commercial performance during the same period is consistent with a brand executing its positioning with coherence. The involvement of Anthony Kilhoffer and production company CANADA, both with documented track records in culturally significant music projects as noted by adsoftheworld.com and fabnews.live, elevated the campaign's credibility within the specific cultural space it sought to occupy in Spain's Alcoholic Drinks market.
'Be The Meister' is a 2019 Jagermeister digital campaign created by Proximity Barcelona in Spain. It merged two artists' existing songs and music videos into a single new audiovisual work. Artists Rels B and Deva contributed tracks, with music producer Anthony Kilhoffer and production company CANADA executing the collaboration.
Rels B and Deva appeared in the 'Be The Meister' campaign. Rels B contributed the track 'Ballin'' and Deva contributed 'Quién Quieres Ser'. According to adsoftheworld.com, the two works were merged by music producer Anthony Kilhoffer into a single third audiovisual piece for Jagermeister.
Proximity Barcelona created 'Be The Meister' for Jagermeister, as documented by clapboard.com. The campaign launched in Spain in May 2019. Production was handled by CANADA, and music production was carried out by Anthony Kilhoffer, according to adsoftheworld.com and fabnews.live.
The earlier Spanish campaign 'Hunt or Be Hunted', created by McCann in 2016, used confrontational nightlife imagery, according to clapboard.com. 'Be The Meister' replaced that approach with a music collaboration mechanic targeting Generation Z and Millennials, reflecting a platform shift toward effort, ambition, and creative irreverence, as noted by linkedin.com.
Jagermeister sold approximately 8.5 million nine-litre cases globally in 2019, up from approximately 7.5 million in 2018, according to thespiritsbusiness.com. That represents roughly 13.3 percent year-on-year growth, providing commercial context for the brand's decision to invest in a higher-concept audiovisual campaign format in Spain.
Jagermeister's 'Be The Meister' campaign receives a Clapboard Score of 78 out of 100. The score reflects strong creative concept execution, genuine production craft through the involvement of Anthony Kilhoffer and CANADA, and cultural relevance within Spain's Alcoholic Drinks and broader Food and Drink categories.
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