Jägermeister Launches New Nationwide Campaign

New campaign tells the story of their ice cold serve, with a sophisticated multichannel ecosystem.

Jägermeister UK launch the brand’s latest campaign this week, called “The Secret is Ice Cold”. Developed with Red Brick Road, the campaign focuses on increasing awareness and distribution of their perfect serve, an ice-cold Jägermeister shot served at minus 18 degrees, illustrated through a series of stories that demonstrate experiences made better with ice. The campaign’s hero film, ‘Dancers’, shows two British dancers demonstrating incredible moves only made possible by an ice dance floor. The campaign’s hero talent, the “Meisters”, have a long history of collaborating with Jägermeister.

The film features a new track produced for the campaign by celebrated DJ and Producer, Majestic, whose remix of Boney M’s “Rasputin” amassed over 300 million streams last year.

The campaign launches on 29th November and is supported by over 100 digital and social assets including a nationwide OOH push and will run in December and throughout 2022. .

The hero ‘Dancers’ film was filmed and directed by Dan French of Papaya Films.

A series of ‘Secret Stories’ films produced by Red Brick Road’s content studio Ruby will also be released as part of the campaign. These shine a spotlight on the protagonists in front of and behind the camera of the ‘Dancers’ film, including Majestic and the film’s lead dancer Emma-Louise Stansall and Mikey Boats.

The outdoor creative was developed by Engine with media buying by AMS. Social media planning is through Silverdoor.

Christian Stindt, Marketing Director at Jägermeister UK, said “Jägermeister is made of 56 ingredients, but the secret to making it even better is actually a 57th ingredient: make it ice cold. In our new campaign we’re lifting the lid on the secret ingredient for the best nights of your life: experiences are made better with ice. We thought it was time to share that secret.”

CEO of Red Brick Road, David Miller, said “We’ve been in on the ice-cold secret for some time now, and it’s great to have permission to share it at last! Prost!”.


Christian Stindt, Marketing Director, Jägermeister UK

Johnny Dennys, Head of Brand and Trade Marketing, Jägermeister UK

Peter Kennedy, Head of Digital, Culture and Events, Jägermesiter UK

Alla Paramonova, Brand Manager, Mast-Jägermeister SE

CEO: David Miller, Red Brick Road

Executive Creative Directors: Matt Davis & Richard Megson, Red Brick Road

Creative: Nathalie Thery, Red Brick Road

Producer: Hanna Davis, Red Brick Road

Senior Account Director: Hazel Mc Partlan, Red Brick Road

Senior Account Manager: Oscar Absalom, Red Brick Road

Head of Strategy: Lisa Gulley, Red Brick Road

Head of Content: Jack Bradley, Red Brick Road

Director: Dan French

DOP – Nathalie Pitters

Producer: Rupert Greaves

Production Company: Papaya Films

Editor: Megan Thorne @ Quarry

Post Production: Platige

Unit: Jamies Thomas @ Unit

SourceRed Brick Road & FAB News

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