Jagermeister: Jägermeister Coolpack

Credits & Description:

Agency: Cheil Germany
Brand: Mast-Jägermeister
Country: Germany
Advertising Agency: Cheil Germany, Schwalbach
Entrant Company: Cheil Germany, Schwalbach
Media Agency: Cheil Germany, Schwalbach
Pr Agency: Cheil Germany, Schwalbach
Production Company: Cheil Germany, Schwalbach
Additional Company: Cheil Germany, Schwalbach
Design Agency: Cheil Germany, Schwalbach
Senior Conceptual Designer: Sascha Kirpal (Cheil Germany)
Designer: Sean-Andino Konrad (Cheil Germany)
Vice President: Claus Adams (Cheil Germany)
Senior Copywriter: Michaela Jahn (Cheil Germany)
Agency Producer: Deveroe Aurel Langston Reuter (Cheil Germany)
Designer: Ron Stasch (Cheil Germany)
Design Director: Daniel Gumbert (Cheil Germany)
Client Service Director: Frank Neuhaus (Cheil Germany)
Senior Manager Business Development: Georg Benedikt Erb (Cheil Germany)
Copywriter: Christopher Daniel Drücks (Cheil Germany)
Industrial Designer: Martin Wenzlawiak (Bacon Design Gmbh)
Chief Creative Officer: Roland Rudolf (Cheil Germany)
Industrial Designer: Stephan Merkle (Bacon Design Gmbh)
Strategist: Detlef Happel (Cheil Germany)
Agency Producer: Moritz Gillrath (Cheil Germany)
Executive Creative Director: Jörn Welle (Cheil Germany)
Outcome:
The first production batch of exactly 1935 bottles were gone within two weeks. Reactions and response from consumers are very promising. Consumer surveys have showed, that compared to 57% of users who wouldn’t have stored the classic bottle in the freezer or have Jägermeister served ice cold, almost 95% of users would have done so with the CoolPack Edition.Based on the successful 1st edition, Jägermeister is now planning to introduce the new bottle design in higher volumes for promotions, music festival events and as a permanent gift edition in the Jägermeister store.
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.
Synopsis:
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.
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.
Campaign Description:
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.