Country: Germany

Category: Labeling and Decoration

Please find more details to the Jägermeister #savethenight concept below.

The Jägermeister bottle "#safethenight edition" was decorated with a screen print. The special feature of this direct print is the use of temperature-sensitive ink. This is the very first time it has been used directly on a glass packaging (in the food and beverage industry). So far temperature-sensitive ink has only been used on paper labels.

By using the thermochromic direct print ink, the product packaging receives an additional use. The Jägermeister branding invites the customer to experiencec the brand in a new way and at the same time informs when the drink has reached the perfect drinking temperature (in case of Jägermeister: -18°C).

This innovation offers a wide range of design possibilities, as the reaction temperature can be set individually (for example: reacting at approx. 7°C in the fridge).

Category: SPECIAL AWARD - Marketing

Special Award: Gold Award

The #savethenight initiative was launched by Mast-Jägermeister SE in 2020 when nightlife came to a standstill due to the global pandemic. The limited edition was dedicated to those who make nightlife possible. Part of the profit went directly to artists to support them in realising their creative projects.

In collaboration with our client Mast-Jägermeister SE, we implemented the packaging concept of this limited edition in 2021.
The design of the bottle symbolises the story of #savethenight: The unchilled Jägermeister bottle (with invisible print) shows the shut-down nightlife. As soon as the herbal liqueur inside the bottle has reached the perfect drinking temperature of -18°C in the freezer, the special Jägermeister design appears through the thermochromic effect – symbolising to lit up and bring back the nightlife.