Mast-Jägermeister UK reveals ‘The Secret Is Ice Cold’


Mast-Jägermeister UK 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 -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.

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.

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.”