Jägermeister launches campaign for new intelligent packaging – The Secret is Ice Cold

A new promotional campaign from Jägermeister called The Secret is Ice Cold is centred around active and intelligent packaging. It encourages consumers to place Jägermeister bottles in the freezer to reveal a hidden code for a chance to win special prizes.

Once the beverage reaches the optimal temperature of -18ºC, the bottle’s temperature-sensitive back label reveals the secret code, which consumers can then use for an accompanying website to see if they’ve won any prizes. AIPIA is not sure which company has produced the label for this promotion, but it is a new twist to the thermochromic ink-enhanced labels that several major alcoholic and soda brands have adopted, such as Coors and Coca-Cola...


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