“Iceland wouldn’t let us have a rave in their supermarket, so we made our own.”

Oxford Street was buzzing this morning as the ICECOLD Supermarket opened its doors to customers keen to get into the cold. Teaser videos have dropped online this week featuring award-winning actor, rapper, comedian and ‘store manager’ Michael Dapaah

Today, Jägermeister finally revealed itself as the iconic brand behind The ICECOLD Supermarket – after teasing with a  viral campaign starring the award-winning actor, rapper and comedian Michael Dapaah, AKA Big Shaq. Dapaah took to Instagram to announce the launch of The ICECOLD Supermarket on Monday morning – and social media can’t stop talking about it. 

The ICECOLD Supermarket is an immersive experience that gives customers the chance to enjoy all things Jägermeister. Inside, Jägermeister freezers cover the walls, packed with Limited-Edition ICECOLD Supermarket Original bottles – frosty and ready to buy at the perfect serving temperature of -18 degrees. 

Further surprises will be revealed when consumers descend the stairs into the venue’s ‘Freezer Room’, where a Jägermeister Bar will be serving Ice Cold shots whilst guest DJ’s will be spinning throughout the two days. 

Customers can then engage further with the brand by getting their hands on a range of limited-edition ice cold products including Jägermeister ice cream and ice lollies, as well as ICECOLD Supermarkets’ very own line of merch. 

But that’s not all. When night falls the freezer doors will REOPEN for the official launch party – revealing a secret basement rave IN the supermarket. 

With the purchase of an Ice-Cold limited-edition bottle of Jägermeister, one lucky customer can win a ‘Golden Ticket’ and unlock access to party with the likes of Michael Dapaah and beats from DJ’s Majestic, Martin 2 Smooth, Andy Purnell and Molly Collins

The limited edition bottles feature a new, 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.

Mast-Jägermeister Head of Digital, Culture and Events, Peter Kennedy says, “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.”

Jägermeister invites customers to come and enjoy the Ice Cold Supermarket experience. Doors open from 10:00am – 6:00pm onThursday 13th and Friday 14th October at Ice Cold Supermarket – 58 Oxford Street, London, W1D IBH.

Source: Jägermeister

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