ICEE master brand & activation
Background
Nichols PLC brought ICEE across the pond from America! It is the most recognisable frozen drinks brand globally, with a long heritage, and has been present across cinema and theme parks in the UK since it’s launch in 2018.
Brief
Ensure the correct implementation of the ICEE UK masterbrand, whilst flexing the brand to bring to life key activations thoughout the year.
Solution
When ICEE was given it’s own specific UK look and feel, it was imporant to ensure it was consistently used during and after launch. Since 2018, I have been responsible for this consisterncy, creating a huge variety of different POS, from the simplest posters, to in-venue POS such as standees, through to large format executions such as trailer wraps and kiosk theming in theme parks.
ICEE does regular actiavation activity in it’s venues. Some of the most exciting tends to be related to cinema. Often, an activation here can be loosely based upon current films. Activity i’ve worked on includes a Sour Apple promo in 2021, relating to the black panther movie, a summertime flavour voting competition, and most recently two halloween based activities in 2023. Sour Berry Scream was an exclusive promotion for Cineworld, predominantly across digital screens, launching a limited edition sour berry flavour. For Showcase cinemas, a bespoke halloween themed activation was produced, to drive sales and engage consumers.
ICEE does regular actiavation activity in it’s venues. Some of the most exciting tends to be related to cinema. Often, an activation here can be loosely based upon current films. Activity i’ve worked on includes a Sour Apple promo in 2021, relating to the black panther movie, a summertime flavour voting competition, and most recently two halloween based activities in 2023. Sour Berry Scream was an exclusive promotion for Cineworld, predominantly across digital screens, launching a limited edition sour berry flavour. For Showcase cinemas, a bespoke halloween themed activation was produced, to drive sales and engage consumers.
