2025 was a big year for Jägermeister, marking the brand's newest milestone birthday - 90 years. 90 years of being synonymous with a night out. But what should be an easy celebration was made a bit more complicated by the changing nightlife. Gen Z of legal purchase age is drinking and going out less than their older siblings and parents ever did. With this new approach to nightlife, how do you get Gen Z adults to celebrate an almost 100 year old brand?
Our opportunity? Reframe age not as a limitation, but as a badge of confidence. The experience you gain over years of nights out creates an energy that cannot be replicated, knowing the best ways to enjoy partying with the ones you love is something to look forward to. Over the past 90 years, Jägermeister's spirit has never aged. The best way to showcase the energy and celebrate the pride of getting older is to partner with those we have earned the same honor. We turned to 90 year old creators that have a few more candles on their birthday cakes, and positioned them as our nightlife experts.
Rather than celebrating 90 years with a quiet night in full of retrospection, Jägermeister chose to flip the script around celebrating getting older. The insight was simple: partying has nothing to do with age - it’s all about attitude.
To bring this idea to life, Jägermeister partnered with Ross Smith and his 99-year-old internet-famous grandmother, Gangster Granny. Granny is more than just a sidekick, she is a star known for doing exactly what she wants, regardless of her age. Together they embodied the campaign’s core message, the party doesn’t stop just because the number goes up.
Ross and Granny embarked on a chaotic, high-energy night out that rivaled even the youngsters' average Saturday. Every moment was captured and distributed organically on Instagram in collaboration with the brand.
The party didn’t stop there. Ross and Granny took their best night spirit to show other occasions where you can bring the party to your everyday life from the pickleball court to your kitchen.This reinforced that the right energy can transform even the most ordinary moments into something worth celebrating.
Jägermeister supplemented Granny’s energy with organic content that embodied the same energy. The result was a cohesive feed that felt less like a one-off campaign and more like an open-ended invitation to keep the party going.
The result was Jägermeister’s top performing posts of the year with over 15M views, 900k interactions and $1.3M in earned media value. Beyond the performance, the partnership received renewed excitement and attention from Gen Z. New and old fans were eager to join the party, celebrating the energy that Granny brought to the night and excited that Jägermeister was a partner in her antics.
Jägermeister didn’t simply mark a 90-year milestone, it challenged cultural assumptions around age and energy. Ultimately reminding the internet that no matter the number on your birthday cake, life is worth celebrating and you’re never too old to party.
