Jagermeister has announced the launch of this year’s Student Brand Ambassador (SBA) scheme.

The campaign is intended to raise awareness of new and existing products amongst 18 to 21 year olds. It will run in Birmingham, Brighton, Edinburgh, Glasgow, Leeds, Liverpool, London and Manchester.

Student marketing initiatives will be headed up by youth marketing agency Campus Group. They will encourage students to sample the products and ‘network’.

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Some 64,000 samples will be distributed in the scheme cities, including a new Jagermeister Cold Brew product.

Student brand ambassadors will also be encouraged to identify local opportunities, with £5,000 awards available to realise specific ideas.

Jagermeister say all their messaging will encourage responsible drinking.

Commenting on the launch, Jessica Mann, Global Account Director at Campus Group, said: “We’re thrilled to announce our partnership with Jägermeister and the launch of this year’s SBR campaign. Our experience of working at the forefront of youth engagement will add valuable insight to Jägermeister’s wider student engagement initiatives.

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From sampling to partnerships to event opportunities, we’ll ensure Jägermeister remains loved by new generations of students for years to come.”

Giles Mountford, Category and Brand Manager at Jägermeister, added:

“We’re excited to be working with an external partner to deliver our SBA campaign and promote our core products to a new generation of consumers. Campus Group has an innate understanding of youth culture and are the natural partner to help us drive higher customer acquisition and retention in the youth demographic through authentic activations.”