Jagermeister Coolpack

Background

Jägermeister, the herbal liqueur famously made from secret recipe based on 56 ingredients, faced some problems with its standard packaging:

First of all, Jägermeister’s complex flavors taste best at -18°C or below. But consumers often overlook the „Serve Ice Cold“ note on the back label, and instead store and even drink Jägermeister at room temperature when buying it in liqueur stores or bringing it to parties, resulting in a subpar product experience.

Moreover, the bottle needs to be cooled intensively in the freezer to reach that perfect serving temperature.

Finally, Jägermeister’s glas bottle is non-deposit, often leading consumers to just put it in the trash when empty.

Idea

Turning the packaging into the message, the especially developed Coolpack edition promotes the idea of „best used ice cold“ all by itself by combining the classic 0,25l Ja¨germeister bottle with the iconic shape of typical coolpacks.

The completely innovative bottle design speaks for itself, and effectively helps consumers to enjoy Jägermeister at the best temperature by putting it in the freezer. There it can be cooled up to faster compared to the standard bottle.

It also 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 and picnics while at the same time significantly reducing the garbage from Jägermeister liqueur bottles.