Jägermeister today unveiled a new global positioning, identity and campaign, marking the first major rebrand in its history.

Launching in the U.S. through a creative platform coined “Be the Meister,” the new campaign “encourages consumers to be meisters of their own lives, with the mantra, do what you do masterfully and you can live by your own rules,” the company says in a press release.

The repositioning draws from the characteristics of Jägermeister’s heritage, the company says, which are “spirited irreverence and product perfection.” The goal is to transmit a unique side of the brand’s German provenance to the millennial audience.

The new campaign follows several recent changes for Jägermeister, including a bottle redesign, a new chief marketing officer, and the purchasing of its U.S. importer, all under the leadership of Jeff Popkin, who in October of 2015 became CEO of Jägermeister.

Created in partnership with its lead advertising agency, Opperman Weiss, Jägermeister’s new positioning and campaign kicks off with a national television commercial (TVC) that depicts revelers of underground bars and clubs of modern Berlin.

A still from the new ad.

The TVC is part of a multi-faceted communication campaign to both introduce the “Meister” concept as well as the key product benefit of the “Perfect Serve.” The spot takes viewers on a journey into a whimsical German nightclub where the crowd is led in a toast by the “Meister of Cold,” played by supermodel Nadja Auermann (pictured atop). 

“This Bauhaus–inspired glimpse into the Berlin underground is an own-able, modern way for the brand to maintain its category leadership while solidifying its position as a truly refined spirit,” says Jeff Weiss, co-founder and CCO at Opperman Weiss. “This is no doubt a pivotal time for Jägermeister.”