Jägermeister is doubling down on its most iconic ritual—ice cold shots—with a new campaign from Wolfgang that turns brand truth into an entire fictional universe.Introducing D.I.C.S. (a division Dedicated to Ice Cold Shots), a playful, exaggerated corporate entity obsessed with perfecting the ice cold experience. Rooted in the long-standing belief that Jägermeister is best served ice cold, the campaign transforms that idea into something bigger: a world where the brand’s dedication becomes an all-consuming organizational mission.
Shot inside Jägermeister’s U.S. headquarters and featuring real employees, the campaign intentionally blurs the line between fiction and reality. The result is a “not-so-far-fetched” look at what it might be like if the company took its commitment to ice cold shots to the extreme.
Within the D.I.C.S. universe, the division operates like a fully realized organization. Teams like Research & Development focus on advancing ice cold shot innovation, while Thermal Compliance ensures every pour meets precise temperature standards. Meanwhile, Marketing handles the expected duties, and more unexpected departments—like Doing Good and Sports & Other Fun Stuff—extend the mission into responsible enjoyment, cultural moments, and shared experiences.
“At its core, Jägermeister is about bringing people together. Whether it’s the first round of the night, a spontaneous cheers, or a moment worth celebrating, ice cold shots are a shared ritual,” said Cindy Wang Simms, CMO at Mast Jägermeister US. “Through this campaign we’re showing our devotion to all things ice cold in a way that builds community around the ritual and creates more opportunities for people to connect, celebrate, and enjoy Jägermeister the way it was meant to be experienced.”
That idea of ritual sits at the heart of the campaign, leaning into how people actually experience the brand—socially, spontaneously and together.
“D.I.C.S. is really just an amplified version of the truth. Jägermeister has always been obsessed with ice cold,” said Mike Van Linda, Executive Creative Director at Wolfgang, the creative agency behind the campaign. “They’ve pioneered ice cold tap systems, created cold-confirming glassware, even designed bottles for your freezer. We wanted to showcase that dedication through a fictional, slightly far-fetched, mischievous world embellishing the brand’s focus on a shared social bonding moment.”
The campaign will roll out across on-premise activations, influencer partnerships, and social-first content, with additional cultural moments planned throughout the year. It also extends into an interactive experience, inviting consumers 21+ to join the “Dedicated to Ice Cold Shots” community, generate personalized titles, and access limited-edition welcome kits.
Blending humor with lifestyle storytelling, D.I.C.S. reinforces what fans already know: the best moments start ice cold and are meant to be shared.
