ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
Category
Product Design / Food / Beverage - Single
Annual ID
ADC_DES17095M
About the Work
The problem: Although Jägermeister's complex flavours taste best at -18°C or below, consumers often overlook the „Serve Ice Cold“ note on the back label of its standard bottle, and store or even drink Jägermeister at room temperature, resulting in a sub-par product experience. Our solution: Instead of doing the usual promotion or advertising campaign, that would tell consumers about the benefit of serving Jägermeister at -18°C, we decided to tackle the problem at the most immediate touchpoint: the bottle itself. Turning the packaging into the message, the innovative and completely new Coolpack edition promotes the idea of „best used ice cold“ all by itself, combining the classic 0,25l Jägermeister bottle with the iconic shape of typical coolpacks. Molten from the same glass used for the original Jägermeister, the Coolpack has an instantly recognizable and unique appeal, telling every consumer unmistakingly where to best store a Jägermeister.
2017 Awards
Total Points: 5
Merit Honor
Credits
Agency
Cheil Germany / Schwalbach am Taunus
Production Company
Bacon Design / Frankfurt am Main
Art Director
Daniel Gumbert
Chief Creative Officer
Roland Rudolf
Executive Creative Director
Joern Welle
Writer
Chris Drücks
Michaela Jahn
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