We aren’t a late night club shot… We need a new direction that can holistically work, from changing the perception in bars to changing the way, and where people drink Jagermeister. This was the line that created the following. Common worked with MIU and Matt Cooney to devise a strategy that took it out of the later night shots market and into the festival scene by harping up the heritage of the brand, and toning down the social status of the drink...