Jägermeister’s new campaign gets frosty reception


Mast-Jägermeister has launched a multi-million-pound national campaign, The Secret is Ice Cold, which reinforces Jägermeister’s perfect serve — an ice cold shot chilled to -18°C.

The Secret is Ice Cold is supported with out-of-home activity, across core social and digital platforms and a number of experiential events.

In the new year, consumers will have the chance to win prizes via high-profile on-pack promotions across multiple pack sizes. This activity is not only designed to drive footfall in store, but also to incentivise consumers to keep Jägermeister in their freezers at home for informal celebrations and get-togethers.

Mast-Jägermeister UK Marketing Director, Christian Stindt, commented: “The Secret Is Ice Cold is a campaign that wholly encompasses both our culture and brand. We are passionate about serving a quality product at the perfect temperature and this new campaign allows us to reinforce our perfect serve messaging in an engaging and interactive way that will drive customer sales.”

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