​Jägermeister introduces D.I.C.S a new division totally Dedicated to Ice Cold Shots.

Jägermeister has reinforced its signature serve with a campaign introducing its division totally Dedicated to Ice Cold Shots (D.I.C.S.). Rooted in the brand’s core truth that Jägermeister is best enjoyed ice cold, the work brings to life a fictitious, but not-so-far-fetched, corporate entity that’s obsessed with all things ice cold, especially Jägermeister shots.

Filmed inside the brand’s US headquarters and featuring real employees, the world of D.I.C.S. blurs the line between fiction and reality, showing what it might look like if the company took its real-life dedication to perfecting ice cold shots to a whole new level.

D.I.C.S. is structured like a true organisation, with specialised teams each playing a role in perfecting the ice cold experience. Research and development advances ice cold shot innovation, Thermal compliance ensures every pour meets exact temperature standards, and marketing does, well, marketing stuff. Other groups like doing good and sports and 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.”

At the centre of the work is a playful, exaggerated world that brings Jägermeister’s dedication to ice cold to life. “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."

D.I.C.S. will be brought to life through on-premise activations, influencer partnerships, social-first content, and cultural moments.

The campaign also invites consumers 21 years and older to join the growing Dedicated to Ice Cold Shots community by visiting the website, creating a personalised D.I.C.S. title, and exploring the full experience. A limited number of exclusive welcome kits will also be available to the first 1,000 visitors who sign up.

Blending humour, lifestyle, and a bold creative lens, D.I.C.S. embraces Jägermeister’s unapologetic spirit while reinforcing what consumers have known all along: the best moments start ice cold and are meant to be shared.