ICE AND EASY LAUNCHES PREMIUM RANGE
Ice and Easy – a brand of The Ice Co. – has launched a premium range of Prosecco and Rosé frozen alcoholic slushies, following a successful rebrand last year.
The new products, made with natural flavours and colours, will complement its main range of frozen drinks, including Mojito, Strawberry Daiquiri, Pina Colada and Margarita. These are currently stocked on Amazon and in a number of independents and farm shops.
The packaging was designed by creative marketing communications agency, Peppermint Soda, which was responsible for the Ice and Easy rebrand and main range packaging. The aim of the new product design was to reflect the original brand, while enhancing it to create a more luxurious, evening feel, targeted at an older audience.
Ben Martin, creative director at Peppermint Soda, commented: “Ice and Easy initially came to us to develop a brand that resonated with its target audience and was appropriate for the low price point. Following comprehensive research of the frozen alcoholic slushies market, we identified the primary audience and created branding and packaging that would appeal to 18 to 35-year-old women.”
Following a successful re-launch and first year performance, including winning a Gold Award at The Grocer Drink Awards, Ice and Easy came back to Peppermint Soda to develop its premium range of Prosecco and Rosé-based frozen drinks.
Ginny Durdy, marketing manager at Ice and Easy, said: “We’re absolutely delighted with the new packaging – it looks amazing! We initially released the premium range at a summer race day at York Races in June, where they went down a storm – everybody loved them! Once again, the team at Peppermint has created a packaging solution that is bang on brief and helps to position the brand in exactly the right way.”
Ice and Easy was launched in 2015 to add to the innovative range of ice products that the parent brand, The Ice Co, manufactures. This includes: ice cubes, crushed ice, ice blocks and ice sculptures with brands such as Party Ice and Super Cubes. The Ice Co. products are distributed across the UK and Europe.
