When most people consider ice sculptures, their minds wander far afield to comedy sketches and sitcoms…
…where an appointment is missed and all that remains of the impressive artwork is a large puddle on the floor – comic mishaps then ensue.
However, this would be doing an injustice to the artistry and professionalism required to run a successful ice sculpture company. When launching our first sister product to our flagship beer Ale®, Mayflower decided to throw a party at our headquarters in order to create some buzz and excitement. Sales of our original flavour product had been rising significantly month on month, and the resounding agreement was that a diet version would be the product that would have the most success in the marketplace.
After an intense 4-weeks of focus-grouping; with our graphic design team working around the clock to create something bland, non-offensive (and yet instantly recognisable and unforgettable) – a brand was settled upon and the date of the launch night was set. Our lead PR maestro, Jessica Sakawa-Phillips, had the unenviable task of organising the party. Here’s her take on what she wanted to achieve:
“Putting together a schedule for what would be the biggest event in the company’s history, was a daunting task. Dancing girls, celebrity guests and the obligatory mountain of sausage rolls would all be present; but I wanted to organise something spectacular that would blow away our guests. That’s when I came across Glacial Art. The fabulous ice sculptures they were creating for weddings and parties were simply astounding and I knew something like that would really elevate our launch night to something spectacular.”
There was only one requirement we made of them; we asked for the entire sculpture to be formed out of our new Diet Ale® and for the sculpture to resemble out signature cylindrical shaped 330ml can. They replied saying that this was in fact a very simple effect to achieve, and whether we would like to think of anything more outside the box. We decided to stick with the original plan, not wishing to rock the boat and remembering the overall aim of our company to become as globally ubiquitous and uniform as our inspirations Coca-Cola and McDonalds. The ice sculpture arrived on time, perfectly formed and was greeted with a chorus of subdued murmurs and polite comments, in other words: it made just the right impact.
The rest, you’re probably aware, is history. Once the dust had settled, with the dancing girls returned to their pens and the remaining sausage rolls fed to the pigs; Diet Ale® had been established as the premier light-version of everyone’s favourite beer. Through the hard work and effort of people like Miss. Sakawa-Phillips and the wonderful team at Glacial Art we had pulled off the launch party of the century and set Mayflower Brewery on a path of certain global domination.