Mast-Jägermeister ice cold on-pack promotion reveals ‘The Secret’

Mast-Jägermeister UK is producing 500,000 promotional bottles with a temperature-sensitive back label reinforcing Jägermeister’s perfect serve — an ice-cold shot chilled to -18C. The bottles are available now across the UK off-trade including grocery, impulse and wholesale, on 50cl and 70cl Jägermeister bottles, including 50cl PMPs.

This interactive, on-pack promotion encourages consumers to keep Jägermeister in the freezer to reveal a secret code, which becomes visible only after reaching the optimal chilled temperature. The secret code revealed to consumers gives them the opportunity to win more than 1,500 prizes such as mini-Jägermeister freezers, "the cradle" — perfect for keeping Jägermeister at its optimum temperature in their home bar or student hall — £50 Jägermeister e-shop vouchers and branded green shot glasses.

There is also the opportunity to win the grand prize, which is a once-in-a-lifetime European Jägermeister festival experience for four. Other prize "drops" will also be communicated through the duration of the competition.

This initiative follows the successful launch of Mast-Jägermeister UK’s national campaign, The Secret is Ice Cold. The competition is being supported across social media platforms including Facebook, YouTube, Instagram and Twitter as well as consumer press.

Prizes will also be announced on social media channels as the competition continues through to the end of the year.

Serving Jägermeister at -18C, or from the freezer, 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 and making for a smoother drinking experience.

“As The Secret is Ice Cold campaign continues, we are supporting our retail partners with this interactive promotion to drive in-store sales of the UK’s No. 1 shot brand whilst educating consumers on how to best store Jägermeister at home," said Mast-Jägermeister UK Head of Brand and Trade Marketing, Johnny Dennys.

“Our consumers have always received our promotional packs with enthusiasm and we expect this to be no exception. We’re always looking at opportunities to reward our loyal consumers with amazing experiences that contribute to their best nights. Utilising interactive technology, such as this, means that we can offer competitions in an engaging way whilst offering a selection of great prizes including the chance to attend an unforgettable European festival experience in 2023.”