Jägermeister hosts “ICECOLD Supermarket” party with Michael Dapaah, DJ Majestic, Molly Collins more

Jägermeister hosted an “ICECOLD Supermarket” party in London last week.

Between Thursday 13th and Friday 14th October, the doors of The ICECOLD Supermarket opened on Oxford Street after being teased in a social media campaign led by its “store manager”, aka the actor and comedian Michael Dapaah, who is best known for his portrayal of the fictional MC Big Shaq in the viral music video ‘MANS NOT HOT’.

The immersive ICECOLD Supermarket experience gave guests the opportunity to enjoy Jägermeister served at - 18° temperature. The walls of the supermarket were lined fridges filled with limited edition ICECOLD Supermarket Original bottles of Jägermeister.

Downstairs in the “Freezer Room”, visitors were treated to free Ice Cold shots, Jägermeister ice cream and ice lollies and even limited edition merch. The venue’s night-time launch party featured DJ sets and performances from headliner Wes Nelson as well as DJ Majestic, Molly Collins, Martin 2 Smoove & Andy Purnell and Beyond Chicago.

The limited edition bottles available at the event featured an interactive on-pack promotion, which encourages consumers to keep Jägermeister in the freezer to reveal a secret code, which becomes visible only after reaching the optional chilled temperature. The secret code offers the chance to win more than 1,500 prizes such as e-shop vouchers, branded merchandise and a once in a lifetime European Jägermeister festival experience for four.

Speaking about the pop-up event, Mast-Jägermeister Head of Digital, Culture and Events, Peter Kennedy said: “Iceland wouldn’t let us have a rave in their supermarket, so we made our own. The ICECOLD Supermarket showcases Jägermeister’s optimal serving temperature of -18 degrees. As Jägermeister is a brand best served Ice Cold, we couldn't think of a better setting for customers to fully immerse themselves with chilled surroundings, -18 temperatures and an ice cold secret in store.”