Market positioning: Establishing iCY - The Ice Cooperation as a Premium Ice Supplier
The Challenges
iCY – The Ice Cooperation, a supplier of clear ice for high-end cocktail bars, hotels, and luxury venues, began its journey in 2020, inspired by privileged access to the highest quality water from the Ramlösa area in Helsingborg, Sweden.
The company partnered with Centric Hospitality to transition from a new player to the go-to ice supplier in the competitive hospitality industry. With aspirations to dominate the markets in Denmark, Sweden, and Dubai, the collaboration aimed to build a strong community of renowned bartenders, enhance brand recognition, and position iCY as a leader in the field.
The goal was to establish iCY as a recognizable and leading presence among top-tier cocktail bars, fine dining establishments, and luxury resorts in these three markets, while shaping the brand’s long-term vision.
Client
iCY The Ice Cooperation
Expertise
Marketing Strategy
Digital Infrastucture
Events & PR
Social Media
Year
2023 – Ongoing partnership
Solution
Instead of jumping straight into execution, we adopted a holistic approach, delving into the roots of clear ice production, analyzing competitors, and gathering valuable feedback from our end users—bartenders and chefs. This allowed us to fully understand their needs and identify the best ways to address them.
To tackle these challenges, we developed a multi-faceted strategy that encompassed marketing, events, PR, digital solutions, and social media.
Rather than simply showcasing standard images of clear ice, we took it a step further by demonstrating its potential applications and, equally importantly, prioritizing education for bartenders on how to effectively utilize clear ice in their craft.
MARKETING STRATEGY
We developed comprehensive short- and long-term marketing plans, with a focus on:
- Educating the target audience about the benefits of premium clear ice in elevating the drink experience.
- Highlighting the bartender’s role as a “facilitator” of our product and the guest’s drinking experience.
- Positioning iCY as a brand synonymous with quality, craftsmanship, sustainability, and innovation within the industry.
EVENTS AND PUBLIC RELATIONS
To strengthen iCY’s brand presence, we hosted and partnered on a series of high-profile events over two years, showcasing the brand to over 2,000 professionals.
Notable Events:
- Ice Bar Talks: Hosted at Bird Copenhagen and Buddha Bar Dubai, these events brought together over 150 industry professionals for a few hours of engaging discussions. The focus was on highlighting the importance of water (in the form of ice) in cocktails and its impact on the guest experience.
- Bar Takeovers: Collaborations with iconic venues such as Salmon Guru in Copenhagen and Skansen Resort in Sweden demonstrated iCY’s product in action, emphasizing its role in elevating the drinking experience.
- Culinary Partnerships: Participation in prestigious events like Sol Over Gudhjem elevated iCY’s visibility among top chefs and gastronomy experts, showcasing the brand’s versatility and commitment to quality.
SOCIAL MEDIA STRATEGY & CONTENT CREATION
We collaborated with leading digital creators in the industry to produce compelling content for iCY’s social media channels. This included:
- Stunning Visuals: Showcasing iCY products in action at luxury venues, highlighting their elegance and quality.
- Behind-the-Scenes Moments: Offering exclusive glimpses from events and collaborations, providing an authentic and relatable connection to the brand.
- Strategic Campaigns: Designing targeted initiatives to cultivate an engaged online community of hospitality professionals and enthusiasts.
RESULTS
key metrics
Market Penetration:
- Secured partnerships with over 80 high-end bars and restaurants across Denmark, Sweden, and Dubai within the first year.
- Positioned iCY as the go-to premium ice supplier for luxury venues.
Event Success:
- Ice Bar Talk events attracted over 100 industry professionals each, fostering lasting connections and building a community of brand advocates.
Social Media Growth:
- Achieved a 70% increase in impressions and a 40% growth in followers within six months, strengthening iCY’s online presence.
Customer Satisfaction:
- Enhanced communication and operational efficiency through digital systems, leading to a 30% faster order processing time and significantly improving the customer experience.
customer feedback
Venue owners and bartenders consistently praised the exceptional clarity and quality of iCY’s products and services.
The hosted events not only showcased iCY’s expertise but also fostered a strong sense of community among industry professionals, further reinforcing loyalty to the brand.
“Manuel is the type of the person that you can leave him on the moon and he will find a way to come back”
Mikael Ljungdahl – Founder The Ice Cooperation
CONCLUSION
We successfully positioned iCY – The Ice Cooperation as a market leader in premium ice supply across three distinct markets. Through strategic marketing, community-focused events, and cutting-edge digital solutions, iCY has become a recognized symbol of excellence within the hospitality industry.
**DISCLAIMER: Centric Hospitality Group became shareholder within the project after 2 years of collaboration with this brand.**
