Jägermeister is best served ice cold. To reinforce that message to 18-24 years olds, we created The Icecold Supermarket, opening a store on London’s Oxford Street.

We created a WTF moment with our audience buying into and questioning the narrative. To pre-promote the launch, we created a spoof launch advert featuring, Man’s not hot, Michael Dapaah.

The Icecold Supermarket would only stock Jägermeister, sold during the day from retail freezer cabinets keeping the product -18 degrees. In the evening, we partied with a best night of your life event in the store basement featuring DJ’s including Majestic and Mollie Collins.

The results included over 55 pieces of media coverage, 20 influencer posts and over 250k video views.