Jägermeister launches Ice Cold travel retail activation

Mast-Jägermeister has launched a global travel retail activation to promote the signature ‘ice cold’ serve of its namesake herbal liqueur.

The Jägermeister: Ice Cold campaign was unveiled this week at Amsterdam’s Schiphol airport to promote the perfect Jägermeister serve – a shot of the herbal liqueur served at -18º straight from the freezer.

The activation sees passengers welcomed into a themed environment decked in frosting and icicles. The area is manned by promotional characters giving travellers that pass through the airport the opportunity to learn more about the brand and sample an ice cold shot of Jägermeister.

Mast-Jägermeister director of global travel retail Dietmar Frank said: “Ice Cold is our first ever global activation within the travel retail environment to focus exclusively on our perfect serve.

“We are being single-minded with our ice cold message to ensure that both loyal and new consumers truly understand Jägermeister and how it is best consumed.

“We are the only spirit brand that has this unique serve of -18º and our insight shows that consumers are looking for more guidance on how to best enjoy our brand.”

The activation will run for one month at Amsterdam Schiphol Airport before rolling out to other key airports and travel retail stores across the globe.

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Author: Owen Bellwood {authorlink}