"Ice [as a positioning] has been around as long as there were glaciers," said Tom Pirko, president of Bevmark. But cold is on the upswing again as marketers search for ways to invigorate their products.
COOLING DOWN WITH GATORADE
For Gatorade, with the new version positioned as a cool-down beverage after exercise, the connection is logical. Icy-looking beveled packaging aims to communicate coolness, as will a $10 million campaign expected to break in the first quarter from Foote, Cone & Belding, Chicago.
For Maybelline, the tie-in with coolness is less readily apparent. But a company spokeswoman said the name is a play on the pearliness of the modern metallic makeup that's now in vogue.
"It's a play on the heat of spring and summer [as in the fashion of Miami's South Beach] with the twist of the modern metallic look," she said.
Print ads from Gotham, New York, push that positioning with the theme, "South Beach on ice."