Sin City revellers cool down with new alcohol-infused ice creams

Husband-and-wife duo Eddie and Shannon Masjedi developed a new way to get a buzz: alcohol-infused ice pops and ice cream.

Client
SnöBar (Santa Monica, CA)
Agency

Blaze PR (Santa Monica, CA)
Duration

December 2011 to present
Budget

$100,000 to $150,000

Husband-and-wife duo Eddie and Shannon Masjedi developed a new way to get a buzz: alcohol-infused ice pops and ice cream. They partnered with Blaze PR to build buzz for SnöBar which has an alcohol percentage equivalent to a full cocktail.

Strategy
SnöBar hit the Arizona market in December 2011.

In response to concerns over accessibility to those underage, Blaze coordinated interviews with SnöBar creators and Arizona police to reassure consumers the product is sold separately from other ice cream lines in a branded freezer and in packaging indicating it is an age-restricted product.

Tactics
With its introduction right before golf's Phoenix Open, SnöBar and Blaze used the tournament as a jump-off point for marketing, including sponsorship of a hole and billboards.

After its rollout in Arizona, Blaze's office in Santa Monica hosted tastings for West Coast-based media, specifically focusing on "foodie" blogs and popular sites including Hipster Wave and Thrillist.com.

SnöBar and Blaze made the rounds promoting the product to Las Vegas retailers, hotels, and media and were featured on Fox News, alongside the alcohol-infused baked treats of Sin City Cupcakes.

Results
SnöBar products in Arizona have seen a 500% increase in accounts from December to July - top locations include liquor retailers BevMo! and Total Wine, and Chase Field.

Accounts in Las Vegas have expanded by 32%, including Sin City resorts such as The Venetian, Caesar's Palace, and the MGM Grand.

Future
Blaze PR is working with the SnöBar team to create recipes for existing products.

There is talk of a social media contest in partnership with a Las Vegas resort for a free SnöBar cabana give-a-way.

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