Cannes Lions

Jägermeister Coolpack

CHEIL GERMANY, Frankfurt / JAEGERMEISTER / 2016

Awards:

1 Silver Cannes Lions
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Overview

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Credits

Overview

Description

Instead of doing the usual promotion or advertising campaign that would tell consumers about the benefit of best serving Jägermeister at -18°C, we decided to tackle the problem at the most immediate touchpoint: the bottle itself.

So, turning the packaging into the message, the completely 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.

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.

Outcome

The first production batch of exactly 1935 bottles were gone within the first 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.

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