Title	JÄGERMEISTER COOLPACK
Brand	MAST-JÄGERMEISTER
Product/Service	JÄGERMEISTER
Category	E02. Drinks
Entrant	CHEIL GERMANY Schwalbach, GERMANY
Idea Creation	CHEIL GERMANY Schwalbach, GERMANY

Name	Company	Position
Roland Rudolf	Cheil Germany	Chief Creative Officer
Jörn Welle	Cheil Germany	Executive Creative Director
Daniel Gumbert	Cheil Germany	Design Director
Claus Adams	Cheil Germany	Senior Vice President
Frank Neuhaus	Cheil Germany	Client Service Director
Ron Stasch	Cheil Germany	Designer
Christopher Daniel Druecks	Cheil Germany	Copywriter
Michaela Jahn	Cheil Germany	Copywriter
Moritz Gillrath	Cheil Germany	Agency Producer
Deveroe Aurel Langston Reuter	Cheil Germany	Agency Producer
Sascha Kirpal	Cheil Germany	Conceptual Designer
Georg Benedikt Erb	Cheil Germany	Business Development
Martin Wenzlawiak	Bacon Design	Industrial Designer
Stephan Merkle	Bacon Design	Industrial Designer
Andreas Surkus	Cheil Germany	Business Development

The Campaign

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 Jägermeister bottle with the iconic shape of typical coolpacks.

Creative 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.

Indication of how successful the outcome was in the market

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.

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.