In order to remind consumers that Jägermeister is a complex herbal liqueur that's best served at an icy temperature of -18°C, the brand set out to create an all-new chilled bottle to contain the product.
Jägermeister's 'Coolpack' takes inspiration from the form of an ice pack for a design that can easily be added to the freezer. Rather than encouraging the storage and consumption of the drink at room temperature, this design reminds that Jägermeister's product is best served cold, while also keeping the signature style of the branded bottle.
As well as offering a compact way to contain the beverage product, the novel design of the special-edition Coolpack also does a double duty as a functional ice pack. Multifunctional packaging designs like these speak to consumers who are interested in products with clear purposes.
Ice Pack-Shaped Bottles
The Jägermeister 'Coolpack' Helps Consumers Drink from a Chilled Bottle
Trend Themes
1. Multifunctional Packaging - Innovative packaging designs that serve multiple purposes, such as functioning as ice packs, appeal to consumers seeking products with clear purposes.
2. Temperature-regulated Packaging - Packaging designs that can maintain and showcase the ideal temperature of a product, like the Jägermeister 'Coolpack,' provide disruptive innovation opportunities for beverage brands.
3. Branded Design Innovation - Creating unique and visually appealing packaging designs, like the ice pack-shaped bottle by Jägermeister, allows brands to communicate product attributes and stand out in the market.
Industry Implications
1. Beverage Packaging - Innovations in packaging designs that emphasize temperature control and functionality open up opportunities for beverage brands to enhance consumer experience and differentiate their products.
2. Consumer Packaged Goods (CPG) - Multifunctional packaging designs, such as the ice pack-shaped bottle, can disrupt the CPG industry by providing added value to consumers and promoting brand loyalty.
3. Alcoholic Beverages - The Jägermeister 'Coolpack' and similar temperature-regulated packaging innovations offer disruptive opportunities for the alcoholic beverage industry to enhance the drinking experience and improve brand perception.