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. The brief was to come up with innovative marketing solutions on a promotional scale to educate consumers about the best way to store and enjoy Jägermeister and to deepen the product experience.

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.