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Sliq Spirited Ice

THE
SUMMARY

Jel Sert is the nation’s largest producer of frozen novelties with brands like Otter Pops and Flavor-Ice. This family business was built on bringing innovative desserts to the masses, and with that expertise they wanted to expand into a new category – alcohol. Sliq Spirited Ice was created to broaden Jel Sert’s product portfolio and reach new consumers by creating an entirely new category within the alcohol space. 

SERVICES PROVIDED
  • Business Consulting
  • Naming
  • Branding 
  • Packaging Design
  • Web UI/UX Design
  • Web Development

Are spiked ice pops 2020’s version of hard seltzer? – My Recipes

Sliq Spirited Ice brand design and logo design by Agency Squid

OUR
APPROACH

SITUATIONAL ANALYSIS

Because Jel Sert had never been in the alcohol space, it leaned on our guidance in structuring the new alcohol brand while we leveraged its experience in the frozen novelties space. Together we worked on defining flavors, ABV, price point, branding, and a go-to-market strategy that would support Jel Sert’s investment.

KEY ISSUES

Sliq Spirited Ice was creating a category. There are three to five national brands in this boozy frozen novelty segment, but no brand had ever focused on a marketing strategy of education and adoption. The other brands created product and placed it on retail shelves without any retail support. The education component, as part of the Sliq strategy, was not only to engage the consumer but more importantly to build relationships with distributors to get the product on the shelf, then educate retailers and consumers of the product attributes in order to turn product.

Sliq Spirited Ice original carton design concepts by Agency Squid

The
Solution

We named the product “Sliq” and added the modifier “Spirited Ice” to communicate frozen novelty plus alcohol content. We then focused on building assets that would help the internal sales team sell into distribution while creating and executing on a strategy that allowed the marketing team to reach new audiences.

Creative: Iconic and impactful “on shelf” presence that visually pulled away from the “me-too” competition. The mark was designed to communicate the icy nature of the product and provide the frozen novelty nostalgia feel of a premium product.

Packaging:  It was key to differentiate the product from competitors. We created a custom die line centered around the iceberg and designed scenes around it to give the product a premium feel. While almost all competitors are in a plastic tub, we chose recyclable materials consumers would prefer to purchase.

Website: We designed and built a mobile first site to engage consumers on the go/at retail in a way that educated about product attributes in a memorable way.

The people who make Fla-Vor-Ice are now making booze ice pops that we cannot wait to try.

– Delish
Sliq Spirited Ice first carton iteration design and custom die line by Agency Squid
Sliq Spirited Ice second carton iteration design and custom die line by Agency Squid
Sliq Spirited Ice final carton iteration design and custom die line by Agency Squid

The
Results

The new brand has been picked up by retailers across the country with purchase orders preparing the brand for a summer 2020 launch. Several of the country’s top 10 distributors are taking the brand on and making it a priority, aligning it with the “healthy for you” category including hard seltzers, wines, and organic beers. The brand has been picked up by several notable publications driving viewership of the website as consumers eagerly wait for the brand to hit stores.

Sliq Spirited Ice Frozen Bar Design by Agency Squid
Sliq Spirited Ice website design and development by agency squid

Contact
Us

If you read this whole case study you might just be managing a brand looking to be the next thing. Maybe even creating your own category. Either way we’d love to talk so it’s probably in your best interest to just get in touch. We look forward to hearing from you.