The Division of Jägermeister Dedicated to Ice Cold Shots
A bold new campaign directed by Partizans' Jason Jeffrey cements ice cold shots as the ultimate shared ritual.
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Jägermeister 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 US 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 organisation, 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 prioritises 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.
Credits
View on- Agency Wolfgang/Los Angeles
- Production Company Partizan/USA
- Director Jason Jeffrey
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Credits
View on- Agency Wolfgang/Los Angeles
- Production Company Partizan/USA
- Director Jason Jeffrey
- Executive Creative Director Mike Van Linda
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Wolfgang/Los Angeles
- Production Company Partizan/USA
- Director Jason Jeffrey
- Executive Creative Director Mike Van Linda
“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.
“D.I.C.S. is really just an amplified version of the truth. Jägermeister has always been obsessed with ice cold,” said Mike Van Linda, Executive Creative Director at Wolfgang, the creative agency behind the campaign. “They’ve pioneered ice cold tap systems, created cold-confirming glassware, even designed bottles for your freezer. We wanted to showcase that dedication through a slightly far-fetched, mischievous world embellishing the brand’s focus on a shared social bonding moment."
