Big Shaq is starring in a promotional video for Jägermeister’s latest “ice cold” campaign, a pop-up shop on London’s Oxford Street offering consumers an “immersive experience”.
Created by Kinc, the “ice cold” campaign leans heavily on the premise that Jägermeister should be served at -18°C, straight from the freezer.
A tongue-in-cheek 60-second promotional teaser stars actor, rapper and comedian Michael Dapaah, aka Big Shaq and will be shared across social platforms including Instagram.
Dubbed the IceCold Supermarket, the store features floor-to-ceiling freezers full of limited-edition Jägermeister products. Visitors will also be given merchandise and have the opportunity to pose for photos in an Instagrammable secret bar area.
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The limited-edition bottles also feature an on-pack promotion which offers the chance to win thousands of prizes, including access to an exclusive VIP party.
The ad itself opens with Big Shaq in a store full of freezers, welcoming the viewer to “the world’s first IceCold Supermarket, where everything is ice cold” and “the staff are as chilled as the products”.
Mast-Jägermeister head of digital, culture and events, Peter Kennedy said: “Jägermeister is a brand best served ice cold and we couldn’t think of a better setting for customers to fully immerse themselves with chilled surroundings, -18 degree temperatures and an ice-cold secret in store.”
The pop-up store is open from 10am – 6pm on 13 and 14 October, with passers-by urged to look out for a person holding a golf sign and dressed in a penguin suit.
