Jägermeister calls out its craft

CRUEL
Feb 1, 2017
1 min read

Updated: Aug 8, 2023

In addition to retail programming, on-premise drink features, experiential events, print advertising targeting licensees and bar staff education, the new bottle and label was featured in a short video shot in Toronto, centred on the cold temperature the shot should be served at (-18 degrees Celsius). The video itself was a way for the brand to test its in-house capacity to drive local awareness, according to Alvoët . Within the first 48 hours, the video gained more than 75,000 views via YouTube and Facebook.

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CRUEL is a Toronto-based independent marketing agency specializing in Brand Experience and Creative services. Founded in Montreal in 2013 as a university lifestyle platform, CRUEL quickly became a hub for young people to connect through events and social media. By 2015, it transformed into a full-service marketing agency, leveraging insights into youth culture to help brands thrive. Over the years, CRUEL has delivered award-winning campaigns developing experiential strategies for global brands. Known for blending creativity, technology, and grassroots authenticity, CRUEL bridges online and offline experiences to create impactful, human-centered connections that drive real world results.
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Experience Design
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Event Production
Interactive Sampling
Logistics Management
Staff Recruitment/Training
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Brand Storytelling
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