Overview

For Pride, Jägermeister wanted to do more than show up with a logo. They wanted to celebrate the community with a night that felt bold, fun, and unforgettable. At Toronto’s historic El Mocambo, Jägermeister brought in stars from RuPaul’s Drag Race, like Priyanka, and gave guests a one-of-a-kind way to experience the brand: a Secret Cocktail Menu, unlocked through AR.

Challenge

How do you make Jägermeister feel fresh at Pride while staying true to the spirit of the event?

The brand couldn’t just be another sponsor. It had to add to the celebration — with something people wanted to discover, share, and remember.

Strategy

We created the Secret Cocktail Menu.

Guests scanned a QR code at the bar. An augmented reality menu appeared on their phones — playful, interactive, and full of Jägermeister cocktails you couldn’t order anywhere else. The “Meister” poured them up, while drag icons brought the energy on stage.

In the lead-up, we launched a contest to win tickets, building hype before the event even started. And on the night, we captured it all — content, video, photo — so the celebration lived far beyond El Mocambo’s walls.

Results

The activation made Jägermeister a centerpiece of Pride.

Guests lined up to unlock and try the AR cocktails.

The performances and secret menu made the night Instagram-worthy and unforgettable.

Content from the event spread online, tying Jägermeister to creativity, inclusivity, and celebration.

What started as a simple sponsorship became a story: Jägermeister wasn’t just at Pride. It was part of what made the night magic.