They are delivering CONSISTENCY, a simple word but hard to reach in the times when if something doesn’t work for a brand it’ll move into the next “big” thing.
Since their debut in 2002 the Jagermeister music tour has delivered the most extreme rock bands out there, from Slayer to Slipknot to Unearth. So, are metal bands selling that well nowadays to keep sponsoring them? The answer is YES. But not because these bands are selling billions of records, but for something they share and that give value to the brand’s equity.
“With sales increasing up to 40% per year since 1985, Jägermeister is the most popular drink nobody likes.” Sally Hogsheads concluded on her “How to Fascinate” case study about Jagermeister, she also concluded that this phenomenon was due to 7 fascination triggers of attraction:
MYSTIQUE – Why we’re intrigued by unanswered questions
LUST – Why we’re seduced by the anticipation of pleasure
ALARM – Why we take action at the threat of negative consequences
POWER – Why we focus on people and things that control us
VICE – Why we’re tempted by novelty and “forbidden fruit”
PRESTIGE – Why we fixate on rank and respect
TRUST – Why we’re loyal to reliable options
If you think about it, these triggers are definitely shared with most of the extreme metal bands that take part of the Jagermeister Music Tour. Think of “Angel of death” by Slayer, it’s not just about the combination of visceral lyrics and loud riffs, it has a mystique on it’s own. The same with Korn’s lust and Slipknot’s power. This is not an extreme metal blog -I need one!- but you get the idea. In the end of the day the brand gets the most loyal FANS (not consumers!!) worldwide, just like heavy metal.
Near the end of her case study, the author concludes “Jägermeister has no competition. This brand is irrationally, irresistibly irreplaceable. A category of one.”
Looks like a virgin territory, headbanging entrepreneurs ready?
Lastly, you can find the Sally Hogshead article here: