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Jägermeister, the brand known for shots and bombs, has a tricky proposition on its hands: It's attempting to transform its reputation as a drunken college staple while still appealing to its target audience of 21- to 24-year-olds. Its latest brand activation—an interactive experience debuting at this weekend's Electric Daisy Carnival in New York—aims to do both.
The activation, Haus56, is a two-level, tree house-inspired structure featuring two giant antlers, a symbol of the Jägermeister brand, which was founded in 1878.
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