Mast-Jägermeister, the company behind the world’s number one herbal liqueur, Jägermeister, has extended its ‘Ice Cold’ travel retail activation to three key new locations this month.
The special month-long promotions are taking place at Barcelona-El Prat, São Paulo-Guarulhos International and Rio de Janeiro-Galeão International airports and see the introduction of a new 350ml pack design, Jägermeister Coolpack.
Coolpack, which is now available in Gebr. Heinemann stores, combines the design of the Jägermeister bottle with the traditional freezer pack. It reinforces the Ice Cold campaign’s ‘perfect serve’ message, which encourages purchasers to serve Jägermeister shots straight from the freezer at -18˚C.
The Ice Cold-themed environment of the activation gives travellers the opportunity to engage with and learn about Jägermeister, sample an ice cold shot and take part in a promotional game. The company worked with German artists to bring its vision to life, with tiles and a three-dimensional stag handmade in Berlin.
Mast-Jägermeister revealed that the activation will be staged in Frankfurt, Vienna International, London Heathrow T2, T3, T5, Manchester, Hamburg, Adolfo Suárez Madrid-Barajas, Cancún International and both major Buenos Aires airports – Aeroparque Internacional Jorge Newbery and Ezeiza International – before the end of this year.
Since its launch at Amsterdam Airport Schiphol in February, Ice Cold has already featured at five other major European airports – Copenhagen, Bucharest Henri Coandă International, Munich, London Gatwick and Düsseldorf.
Mast-Jägermeister Director of GTR Dietmar Franke said: “Travel retail has proved to be the ideal environment to run the Ice Cold activation which has been extremely effective in terms of educating consumers on the perfect serve.
“We are also delighted with the consumer reaction to Jägermeister Coolpack. Travellers are always on the lookout for something new in-store and this light pack, a permanent addition to our range, allows consumers to take Jägermeister with them wherever they go.”
He added: “It is already very popular and consumers intuitively understand how best to enjoy it – straight from the freezer.”
Jägermeister has an ABV of 35% and is made from 56 different herbs, blossoms, roots and fruits. It was created by Curt Mast more than 80 years ago and the secret recipe remains unchanged.
