Jägermeister launches new division dedicated to ice cold shots
Jägermeister launches the Division of Jägermeister Dedicated to Ice Cold Shots (D.I.C.S.), a tongue-in-cheek campaign celebrating its signature serve at 0°F. Filmed in the brand's U.S. office with real employees, it positions ice cold shots as the ultimate shared ritual.
JÄGERMEISTER LAUNCHES THE DIVISION OF JÄGERMEISTER DEDICATED TO ICE COLD SHOTS
A bold new campaign cements ice cold shots as the ultimate shared ritual
Jägermeister today announces the launch of The Division of Jägermeister Dedicated to Ice Cold Shots (D.I.C.S.), a distinctly playful take on corporate structure that celebrates one undeniable truth: Jägermeister is best served ice cold.
Designed to solidify the brand's signature serve, D.I.C.S. rallies a growing community of fans who know that when Jägermeister hits 0°F, something special happens. It's smoother, more balanced, and made to be shared. The campaign brings that experience to life through a bold, tongue-in-cheek "corporate" world - shot entirely inside Jägermeister's actual U.S. office and featuring real employees - where the brand's dedication to delivering ice cold shots is taken to the next level.
Structured like a true organization, this totally serious division of Jägermeister is made up of distinct teams, each reinforcing the brand's commitment to the perfect ice cold experience. Research & Development prioritizes the advancement of the ritual of the perfect ice cold shot. Thermal Compliance ensures every pour meets the brand's exact temperature standards. The Doing Good branch fosters responsible enjoyment and positive community impact, while the Sports and Other Fun Stuff department focuses on bringing people together through culture, moments, and shared experiences.
"At its core, Jägermeister is about bringing people together. Whether it's the first round of the night, a spontaneous cheers, or a moment worth celebrating, ice cold shots become a shared ritual," said Cindy Wang Simms, CMO at Mast Jägermeister US. "Through this campaign we're showing our devotion to all things ice cold in a way that builds community around the ritual and creates more opportunities for people to connect, celebrate, and enjoy Jägermeister the way it was meant to be experienced."
D.I.C.S. will be brought to life through on-premise activations, influencer partnerships, paid and social-first content, and cultural moments.
The campaign invites consumers to become part of this growing community dedicated to doing things the right way. Visit the campaign website to learn more, create a custom icon showcasing a personalized D.I.C.S. title, and that's just the tip of the ice berg. A limited number of exclusive new member welcome kits will also be released to the first 1,000 who sign up.
Blending humor, lifestyle, and a bold creative lens, D.I.C.S. embraces Jägermeister's unapologetic spirit while reinforcing what consumers have known all along: the best moments start ice cold and are meant to be shared.
