{"id":7368,"date":"2017-05-31T03:20:32","date_gmt":"2017-05-31T09:20:32","guid":{"rendered":"http:\/\/brutalhammer.com\/?p=7368"},"modified":"2017-05-31T03:20:32","modified_gmt":"2017-05-31T09:20:32","slug":"be-the-meister","status":"publish","type":"post","link":"https:\/\/brutalhammer.com\/be-the-meister\/","title":{"rendered":"Be the Meister"},"content":{"rendered":"

You too can Be the Meister. “Do what you do masterfully,” urges J\u00e4germeister’s dubious new mantra, “and you can live by your own rules.” It’s all part of J\u00e4ger’s big rebranding<\/a> — the first in its history — kicking off this week with an elaborate TV ad<\/a> running during the NBA and NHL Finals. Starring German supermodel Nadja Auermann<\/a> as the “Meister of Cold,” the strange ad shows a bottle of J\u00e4ger being literally cracked out of a block of ice and served at precisely -13 Celsius. A call to “Be the Meister” wraps things up.<\/p>\n

It’s a bold direction to take. Torched by Fireball <\/a>and its many fiery imitators, J\u00e4ger has long since been dethroned as the shooter of choice by Americans, who apparently now prefer a burning shot. J\u00e4ger is playing with fire in trying to sell itself as the icy alternative.<\/p>\n

“This is no doubt a pivotal time for J\u00e4germeister,” says the ad’s creator. No doubt. It became popular thirty years ago when the J\u00e4gerette girls<\/a> were giving out free samples in bars, and most people’s first encounter with it was on a dare. Its moment of glory has most likely come and gone. Pouring a fortune into advertising to make it relevant again as a cold shot is a risky bet. If J\u00e4ger feels cornered into placing that bet anyway, I guess the beginning of summer is the time to do it.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

You too can Be the Meister. “Do what you do masterfully,” urges J\u00e4germeister’s dubious new mantra, “and you can live by your own rules.” It’s all part of J\u00e4ger’s big rebranding — the first in its history — kicking off this week with an elaborate TV ad running during the NBA and NHL Finals. Starring […]<\/p>\n","protected":false},"author":101,"featured_media":2554,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sfsi_plus_gutenberg_text_before_share":"","sfsi_plus_gutenberg_show_text_before_share":"","sfsi_plus_gutenberg_icon_type":"","sfsi_plus_gutenberg_icon_alignemt":"","sfsi_plus_gutenburg_max_per_row":"","footnotes":"","_links_to":"","_links_to_target":""},"categories":[47],"tags":[200,530,1123,1975,1973,1974,1043],"_links":{"self":[{"href":"https:\/\/brutalhammer.com\/wp-json\/wp\/v2\/posts\/7368"}],"collection":[{"href":"https:\/\/brutalhammer.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/brutalhammer.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/brutalhammer.com\/wp-json\/wp\/v2\/users\/101"}],"replies":[{"embeddable":true,"href":"https:\/\/brutalhammer.com\/wp-json\/wp\/v2\/comments?post=7368"}],"version-history":[{"count":0,"href":"https:\/\/brutalhammer.com\/wp-json\/wp\/v2\/posts\/7368\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brutalhammer.com\/wp-json\/wp\/v2\/media\/2554"}],"wp:attachment":[{"href":"https:\/\/brutalhammer.com\/wp-json\/wp\/v2\/media?parent=7368"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brutalhammer.com\/wp-json\/wp\/v2\/categories?post=7368"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brutalhammer.com\/wp-json\/wp\/v2\/tags?post=7368"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}