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Ice-Cold Start – The First Shot of the Festival
Project type
Festival Activation
Scope
Brand Activation, Experiential Marketing, Sampling, Festival Partnerships
Date
2023, 2024 & 2025
Role
Concept Development & Strategic Lead
Coverage
Project info
Ice-Cold Start – Festival Kick-off by Jägermeister
Strategic challenge
How can Jägermeister create a memorable first brand moment at festivals that immediately sets the tone, builds excitement and drives consumption in an authentic way?
Insight
The first drink at a festival often sets the mood for the entire experience. By owning that moment, Jägermeister could cement its positioning as the ice-cold start of the festival.
Approach
I developed IJskoude Start, a branded festival ritual. Visitors were welcomed with an ice-cold Jägermeister shot, served from a striking activation where the iconic bottle was frozen inside a giant block of ice. This theatrical element emphasized Jägermeister’s ice-cold positioning and turned the “first round” into a shared cultural moment that was both surprising and photogenic.
Impact
• Tens of thousands of festival visitors started their day with an ice-cold Jägermeister shot
• The frozen bottle in the ice block became one of the most photographed moments at the activation
• Elevated Jägermeister’s visibility at leading Dutch festivals
• Strong brand association with the concept of “the first moment” and ice-cold refreshment
• High participation rates and strong recall in post-event surveys
• Proof that ritual-based activations build cultural relevance and drive trial
