Jagermeister: Jägermeister Coolpack, 2

Credits & Description:

Entrant: Cheil Germany, Schwalbach am Taunus
Brand: Jägermeister
Corporate Name of Client: Mast-Jägermeister SE
Packaging Manufacturing Company: Bacon Design GmbH, Frankfurt
Agency Account Director: Frank Neuhaus
Agency Strategic Planner: Detlef Happel
Agency: Cheil Germany, Schwalbach am Taunus
Chief Creative Officer: Roland Rudolf
Executive Creative Director: Jörn Welle
Agency Producers: Moritz Gillrath/Deveroe Aurel Langston Reuter
Design Director: Daniel Gumbert
Designers: Ron Stasch/Sean-Andino Konrad/Stephan Merkle/Martin Wenzlawiak
Copywriter: Michaela Jahn/Christopher Daniel Drücks
Senior Conceptual Designer: Sascha Kirpal
Senior VP: Claus Adams
Business Development: Georg Benedikt Erb
Description of the Project:
Background:
Jägermeister, the herbal liqueur famously made from secret recipe based on 56 ingredients, faced some problems with its standard packaging: First of all, Jägermeister’s complex flavors taste best at -18°C or below. But consumers often overlook the „Serve Ice Cold“ note on the back label, and instead store and even drink Jägermeister at room temperature when buying it in liqueur stores or bringing it to parties, resulting in a subpar product experience. Moreover, the bottle needs to be cooled intensively in the freezer to reach that perfect serving temperature. Finally, Jägermeister’s glas bottle is non-deposit, often leading consumers to just put it in the trash when empty. The brief was to come up with innovative marketing solutions on a promotional scale to educate consumers about the best way to store and enjoy Jägermeister and to deepen the product experience.
Creative Idea:
Turning the packaging into the message, the innovative and newly developed Coolpack edition promotes the idea of „best used ice cold“ all by itself, combining the classic 0,25l Ja?germeister bottle with the iconic shape of typical coolpacks.
Strategy:
To stay relevant with a hip, craft-oriented and predominantly male millennial demographic, a great taste experience for consumers based on its unique recipe is of utmost experience for Jägermeister. But instead of doing the usual promotion or advertising campaign, that would tell consumers about the benefit of serving Jägermeister at -18°C, we decided to tackle the problem at the most immediate touchpoint: the bottle itself.
Execution:
The innovative design molten from the same glass used for the original Jägermeister bottle speaks for itself and has an instantly iconic appeal. The Jägermeister CoolPack effectively helps consumers to enjoy Jägermeister at the best temperature by encouraging them to put it in the freezer. Thanks to its characteristic and scientifically calculated radiator design it can also be cooled up to 20% faster compared to the standard bottle, saving energy-time in the freezer. Finally, it invites consumers to re-use the bottle as a functioning and sustainable coolpack for chilling food and other drinks. Thus it keeps the Jägermeister brand story permanently alive in the context of fun and sociable moments like parties, picknicks, and music festivals – while at the same time reducing the garbage from Jägermeister liqueur bottles significantly.