01/The problem
The collaboration already had a strong product. The Canadian work needed to make the launch feel native to skate culture rather than like a liquor logo placed beside it.
Selected work— / —
Jägermeister
Santa Cruz
The story
Jägermeister teamed up with Santa Cruz Skateboards and skate legend Jeff Kendall on a limited-edition board. Grid handled the Canadian launch around the drop, building a campaign that moved from tease to street-level discovery to the final product reveal.
02/The idea
We built the launch around curiosity. The work included a dropped “s” in Jägermeister as a nod to Santa Cruz, skatepark stickers and QR codes, Jägershop support, email, social content and a trick-based challenge tied to the collaboration.
Instead of explaining the collaboration all at once, each touchpoint gave people another piece of the story before the board was fully revealed.
03/What happened
The Canadian launch became a connected system across skatepark, ecommerce, email and social rather than a single product announcement.
The limited-edition board stayed at the centre while the surrounding campaign gave people multiple ways to discover and participate in the drop.
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