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18 January 2012

Ice Bar Co's Grown Up Brand Voice

Ice Bar Co ice blocks are designed for and marketed to adults, previously an untapped niche. This interview with Stoppress shows a fair amount of research went into the product, flavors and brand voice. The TV launch late last year was humorous, mature and boutique (promoting recipes developed by chefs even though they're part of the giant Fonterra family). The ads won the November round of Colmar Brunton's Ad Impact Awards and can be viewed here.

To continue building the brand it is vital that the personality created in TV advertising is used as effectively across other media. So far it seems like they're doing a great job in this regard. For example they're currently helping grown-ups keep their Ice Bar's safe by giving away free 'frozen pea packet camouflage systems'. The idea is simple - hide your Ice Bar Co ice blocks in the frozen peas bag and keep them safe from 'curious children and greedy flatmates".   

Every part of the Ice Bar Co marketing reflects their cheeky, grown up brand persona. As well as signing up for your own 'frozen pea packet camouflage system' the Ice Bar Co website also contains recipes for turning ice blocks into cocktails and a humorous guide to ice block etiquette
Packaging designed for adults - no bright colours or cartoon characters on this box! 
As a side note - I'm loving the ginger beer Ice Bars - only complaint was they were hard to find this summer - seems like I'm not the only fan!

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