It’s probably the most natural bit of co-branding you will see — History’s hit series Ice Road Truckers, which just began its new season last Sunday (it airs Sundays at 9pm ET), has partnered with Arctic Glacier to introduce a line of ice (it was either that, or have the show sponsor a line of trucks, or maybe adopt a road, I guess).
IRT Ice is the first-ever co-branded line of ice, and through the partnership, more than 8 million bags of the limited-edition product will be shipped to Arctic Glacier retailers nationwide. The campaign will also include point-of-sale advertising at retail locations and 18 co-branded delivery trucks in Los Angeles and New York to promote a consumer sweepstakes.
Ice Road Truckers star Hugh Rowland was in Times Square recently to make the first delivery of IRT Ice to the Walgreens store at 42nd and Broadway. As part of the special delivery, the Arctic Glacier special effects team turned Times Square into a winter scene, complete with an IRT Ice delivery truck, more than 20 tons of snow, an ice road and ice sculptures (see photo at top of page).
IRT Ice will be available at Arctic Glacier retailers, including Walgreens, Wal-Mart, Target, 7-Eleven and Safeway, among others. For more information, visit www.history.com/IRTIce.