The Secret Is Ice Cold: Mast-Jägermeister UK launches multi-million-pound campaign


Mast-Jägermeister UK is launching a multi-million-pound national campaign, The Secret is Ice Cold, which reinforces Jägermeister’s perfect serve — an ice cold shot chilled to -18C, poured into a branded green frosted shot glass.

The Secret is Ice Cold is initially being supported with out-of-home activity, across core social and digital platforms and a number of experiential events. The campaign will support Mast-Jägermeister UK’s best-selling products, Jägermeister and Jägermeister Cold Brew Coffee, in the run up to the crucial Christmas and New Year trading period.

The timing is perfect as the Jägermeister brand is experiencing strong performance across the on- and off-trade as groups of friends have once again been able to celebrate together. As a result,  Jägermeister is the fastest growing top ten on-trade brand delivering incremental sales opportunities for operators and retailers alike.

In the on-trade, the campaign will be visible digitally at the point of purchase with a range of interactive consumer elements, which will appear in the first half of next year. To ensure the perfect serve in outlet, Mast-Jägermeister UK continues to provide state-of-the-art cooling equipment that delivers Jägermeister at its optimum temperature, -18C.

Also in the new year, off-trade 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 with friends and family. Serving Jägermeister and Jägermeister Cold Brew Coffee at -18C ensures the brand’s blend of 56 herbs, roots and botanicals is at its best. The chilling temperature accentuates the perfect balance of sweet, bitter and herbal flavours, creating a more viscous mouthfeel making for a smooth drinking experience.

Creative content for the campaign has been directed by filmmaker Dan French and takes the viewer into an icy underground world where cool is the theme. The ad begins in a nightclub like no other, encapsulated by ice, where the secret to the action is revealed. The ad finishes with a bartender pouring ice cold shots of Jägermeister to a group of friends enjoying a night to remember. The Secret is Ice Cold features many of Mast-Jägermeister UK’s ‘Meisters’ who are leaders in their respective fields and have been working with and supporting the brand for many years. A variety of campaign assets, including behind the scenes footage, will showcase the benefits of adding ice to the key characters areas of expertise. 

Mast-Jägermeister UK Marketing Director, Christian Stindt, says: “The Secret Is Ice Cold is a campaign that wholly encompasses both our culture and brand.  As the No. 1 shot brand in the country, it is important that our customers and consumers are experiencing the very best of what Jägermeister has to offer.

“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 across the on- and off-trade.”