Founder Experience — Prior to Tenth Page
Jägermeister
‘The Secret Is Ice Cold’
The digital consumer experience for Jägermeister's multi-million pound UK national campaign — a temperature-triggered scratchcard mechanic reaching hundreds of thousands of consumers — was led by the team behind Tenth Page.
Client
Mast-Jägermeister UK
Campaign
The Secret Is Ice Cold
Scale
500,000 promo bottles
Channel
UK National
The Brief
Mast-Jägermeister UK — home to the UK's No. 1 shot brand — launched “The Secret Is Ice Cold” in late 2021, a multi-million pound national campaign built around a single insight: Jägermeister tastes best served ice cold at exactly -18°C.
The campaign paired an innovative physical mechanic — a temperature-sensitive label on 500,000 promotional bottles that revealed a hidden code only once properly chilled — with a digital consumer experience designed to reward engagement and reinforce the brand's perfect serve message.
The role was to design and build that digital experience: a branded, interactive scratchcard platform where consumers could enter their revealed code and instantly discover whether they'd won one of over 1,500 prizes — from mini-Jägermeister freezers and branded shot glasses to a once-in-a-lifetime European Jägermeister festival experience.
Campaign Facts
- Multi-million pound integrated national campaign
- 500,000 promotional bottles in UK off-trade
- Temperature-sensitive label technology at -18°C
- 1,500+ prizes across multiple tiers
- OOH, paid social, experiential & digital
- Timed for Christmas & New Year peak trading
Our Approach
Understanding the mechanic
Jägermeister's campaign was built around a clever physical insight: a temperature-sensitive label on promotional bottles that revealed a secret code only once the bottle reached -18°C — the perfect serving temperature. The brief was to build the digital half of that experience, turning that revealed code into an engaging consumer moment online.
Building the digital scratchcard
The work involved designing and leading development of an interactive digital scratchcard experience. Consumers who'd chilled their bottle, received their code, and visited the campaign URL were greeted with a branded, mobile-first experience that replicated the physical "reveal" moment digitally — scratch, win, and claim. The mechanic had to feel premium, load fast, and work flawlessly on mobile across a wide range of devices.
Scale & reliability
With 500,000 promotional bottles in circulation across UK off-trade — Tesco, Sainsbury's, convenience and wholesale — the platform needed to handle significant concurrent traffic, especially around the Christmas and New Year peak. Performance, uptime, and a smooth user journey were non-negotiable.
Campaign integration
The digital experience sat within a broader multi-million pound campaign including out-of-home advertising, paid social across Facebook, YouTube, Instagram and Twitter, and experiential events. The digital touchpoint was the conversion layer — where consumer curiosity became brand engagement and prize participation.
Campaign Outcomes
The campaign ran across the crucial Christmas and New Year trading window, supported by national OOH, social media, and consumer press — with the digital scratchcard experience at its heart as the primary consumer engagement layer.
- 500,000 promotional bottles deployed nationwide across grocery, impulse & wholesale
- Digital experience supported the UK's No. 1 shot brand during peak Christmas & New Year trading
- 1,500+ prizes distributed through the consumer-facing digital mechanic
- Campaign amplified across Facebook, YouTube, Instagram & Twitter
- Drove measurable in-store footfall and at-home brand engagement
- Part of a multi-million pound integrated national campaign
“The Secret Is Ice Cold is a campaign that wholly encompasses both our culture and brand. It is important that our customers and consumers are experiencing the very best of what Jägermeister has to offer.”
Christian Stindt, Marketing Director — Mast-Jägermeister UK
What This Demonstrates for Your Business
National campaigns at this scale demand digital thinking that performs under pressure — fast, reliable, mobile-first, and built to convert. The same principles apply whether you're a multinational brand or a Lancashire SME: your digital presence needs to be as strong as your product.
That experience is exactly what Tenth Page brings to every client. Having delivered at agency level for global brands, the same standard of thinking is now applied to businesses across Lancashire — with the added advantage of local market knowledge and a direct, personal relationship with every client.
National-scale expertise, focused entirely on helping your business grow.
* This work was completed prior to founding Tenth Page, while working at a specialist digital marketing agency. It is shared as an example of the experience brought to every client project.
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