Jägermeister has been promoting for years that its drink is enjoyed more if it is cold, a task that, as revealed in its new and fun advertising campaign, is carried out by a specific department of its organization: DICS (Dedicated to Ice Cold Shots), the division of the brand dedicated to cold shots.
Devised by creative agency Wolfgang, the campaign transforms Jägermeister’s obsession with the cold into a fictitious corporate area where all its professionals are dedicated to researching and developing the perfect shot. With this, the brand insists that its product, when served cold, is smoother and more balanced, and aspires to consolidate its characteristic way of serving it as the shared ritual par excellence.
The spot, directed by Jason Jeffrey through the production company Partizans, shows the fictional department made up of professionals totally dedicated to achieving the best experience. They are divided into several teams: Research and Development prioritizes the ice-cold shot ritual; Thermal Control ensures that each shot meets the brand’s exact temperature standards; while the Social Responsibility area promotes responsible enjoyment and a positive impact on the community.
The ad, as reported by Jägermeister, has been filmed entirely in the company’s offices in the United States and stars real employees of the organization, which seeks to legitimize the brand’s dedication and commitment to offering the best experience around ice cream shots.
“Jägermeister is about bringing people together. Whether it’s the first round of the night, a spontaneous toast, or a moment to celebrate, chilled shots become a shared ritual.“Cindy Wang Simms, Marketing Director of Jägermeister in the United States, commented in a statement. “Through this campaign, we demonstrate our passion for everything that is enjoyed cold, creating a community around this ritual and generating more opportunities for people to connect, celebrate and enjoy Jägermeister as it should be”.
For their part, the agency claims that DICS is just an amplified version of the brand’s truth. “They have pioneered ice water faucet systems, created temperature-maintaining glassware, and even designed freezer bottles.“said Mike Van Linda, Executive Creative Director of Wolfgang.”We wanted to show that dedication through a somewhat whimsical and mischievous world that would enhance the brand’s focus on a moment of shared social connection.”.
The campaign includes a dedicated website where consumers can learn more about this fictional department, as well as “join” it by creating a custom icon and title. It also encourages you to register to stay up to date with all the brand’s news, which will distribute exclusive product kits and merchandising to the first 1,000 users who do so.
In addition, the campaign will have special activations in establishments, collaborations with influencers and content creators, executions on social networks and cultural events.
