Project overview
Turning Ice from a Commodity into a Premium Experience
When Revamp partnered with Ice Please!, the challenge was not simply to market another D2C product. Ice was largely perceived as a commodity—something functional, inexpensive and replaceable. The opportunity was to change that perception completely.
The objective was to build Ice Please as a premium, aspirational and experience-led ice brand, while creating demand across both B2C and B2B markets.
Building the Brand From Zero
Revamp took a strategic, content-first approach to building the brand. Starting from zero, Ice Please’s social media community grew to 12,000+ followers, supported by a highly curated visual identity and premium product storytelling.
Every product was presented as more than just ice. From clear cubes and specialty cuts to infused and customised ice, the content made the product look sophisticated, desirable and lifestyle-oriented.
Creating a Brand Platform: “Ice Please or No Ice”
One of Revamp’s biggest creative initiatives for the brand was “Ice Please or No Ice”—a campaign built to become a long-term communication platform for Ice Please.
Revamp developed three ad films around the campaign, creating entertaining and relatable stories around the simple question of whether a drink should be served with ice or without it.
The films went viral, generating significant organic attention and contributing directly to sales. More importantly, “Ice Please or No Ice” evolved from a campaign into a macro brand property, giving Ice Please a recognisable creative territory that could be extended across content, advertising and future campaigns.
Making Experts the Influencers
One of the key strategic decisions was to bring bartenders, chefs and beverage experts into the brand’s communication.
Instead of depending only on conventional influencer marketing, Revamp made the people who actually understand drinks the voice of the brand. Their expertise added credibility and helped communicate why the quality, clarity, shape and dilution of ice can fundamentally change a drinking experience.
This transformed influencer marketing from simply generating reach into building authority and trust.
Creating Multiple Growth Engines
Revamp’s role expanded beyond social media. Performance marketing became a key growth driver across three different objectives.
Awareness
Building category awareness and introducing consumers to premium ice as a product.
D2C
Driving Shopify purchases through conversion-focused campaigns, delivering approximately 2.5X ROAS.
B2B
Generating leads from restaurants, bars, events and weddings, creating a parallel revenue pipeline beyond online retail.
From Ice Cubes to Ice Experiences
One of the most significant strategic opportunities identified by Revamp was the potential of custom ice sculptures.
What began as a product category evolved into an experiential offering for weddings, events and brand activations. Ice could now become a ring, logo, artwork or centrepiece—creating a completely new B2B opportunity.
The brand also expanded its visibility through collaborations with influencers, premium brands and large platforms such as India Cocktail Week, strengthening its association with the beverage and hospitality ecosystem.
Building a Category, Not Just a Brand
The Ice Please journey demonstrates what happens when marketing goes beyond advertising.
From 0 to 12,000+ followers, from Shopify sales to B2B lead generation, from expert-led influence to viral campaigns and experiential ice sculptures, Revamp has helped build multiple growth engines around a previously overlooked category.
The result: Ice Please is no longer just selling ice. It is building a premium ice experience—and creating an entirely new category around it.
Services
Increasing engagement and brand recall value with the help of interactive communication across all social media platforms.
- Campaign Strategy
- Social Media Design & Management
- Creative Assets Creation
- Website Design
- Collateral Design
- Campaign and Integration