Watch out boys, there’s a new ice maker in town. KB!ce is a first-generation countertop ice maker that produces soft, chewable, novelty nugget ice. Our task was to generate awareness, develop a distinct brand positioning and ultimately drive consumers to the website for purchase. Unlike scoopable nugget ice makers, KB!ce has a unique self-dispensing feature that puts it in a class by itself. It was this feature that became the basis for the brand positioning strategy and the new brand identity and tagline. To make the creative pop, we used fun word play and colorful imagery with a cool, mellow vibe. The resulting marketing launch was exclusively digital, using a combination of lifestyle-oriented video, Facebook, Instagram, Google Shopping, banner ads and paid search.