评论
打印
Britain took its first tentative steps towards ice enlightenment at the turn of the millennium. In an echo of how ice had reinvigorated American cocktail culture in the early 20th century, leading to the creation of whole categories of drinks – juleps, smashes, cobblers – British marketing teams began to realise abundant ice's potential as a means of altering customers' perceptions about a product, and ice emerged as the central component of several hugely popular campaigns.
在千禧年之交，英国试探性地迈出了冰启蒙的第一步。这与20世纪初冰如何复兴美国鸡尾酒文化如出一辙，各种饮料丛生——朱利酒、碎酒、补鞋酒——英国的营销团队开始意识到，冰块可以作为一种改变顾客对产品看法的手段且潜力巨大，至此冰块成为了几个广受欢迎的方案的主力。
The first was Magners, the Irish cider brand that would come to dominate pub beer gardens during the World Cup summer of 2006. The accompanying advertising campaign would be credited by trade publications for almost single-handedly revitalising the ailing cider industry, rehabilitating its public perception as a "cheap intoxicant" and transforming it, as described in these pages, into "the new chardonnay".
第一个是麦格纳斯，这一爱尔兰苹果酒品牌在2006年世界杯期间称霸了酒吧的啤酒花园。行业刊物将随之而来的广告宣传活动誉为几乎是单枪匹马振兴了濒临破产的苹果酒行业，恢复了公众对苹果酒“廉价买醉”的看法，并将其描述为“新的霞多丽白葡萄酒”。
The secret – as anyone unable to forget the clink-and-hiss sound effect that concluded Magners's sun-dappled TV spot will attest – was ice, and lots of it. The campaign struck a chord with consumers, and other brands raced to introduce their own ice-led offerings. In 2010, seeking to find an audience for its new crushed ice product, The Ice Co twinned with Bacardi Limited on a series of campaigns featuring brand names such as Bombay Sapphire, Martini and Bacardi on its ice bags, accompanied by a photo of an appealing-looking cocktail heavy on the ice – an education drive intended to teach consumers how to make the perfect cocktail to serve at home.
秘密是冰，而且是大量的冰——任何人都无法忘记麦格纳斯斑驳的电视广告中的叮当声和嘶嘶声效。这一营销活动引起了消费者的共鸣，其他品牌纷纷推出了自己的冰主导产品。2010年，为了为其新碎冰产品寻找受众，The Ice Co与Bacardi Limited合作推出了一系列以孟买蓝宝石等品牌为主题的活动，冰袋上印有马提尼和巴卡第，并配了一张看起来很吸引人的冰鸡尾酒的照片，这是一项教学活动，旨在教会消费者如何调制适合自己在家享用的完美鸡尾酒。
In 2011, Moet Hennessey attempted to replicate the Magners magic with Moet Ice Imperial, "the first champagne specifically designed to be served over ice". The ice-cubes-in-wine trend would reach its logical conclusion five years later with the popularisation of frose, essentially a rose wine-flavoured Slush Puppy. More recently, the staggering success of the Aperol Spritz has been explained by its Instagrammable bright orange colour and sophisticated aperitivo-culture heritage. But those investigating the trend might also note that unlike one of its ingredients – that millennials' favourite, prosecco – the spritz is always served on the rocks.
2011年，酩悦轩尼诗试图用酩悦冰帝国来复制麦格纳斯的魔力，“这是第一款专门设计的加冰香槟。”5年后，随着冰桃红鸡尾酒的流行，在酒里放冰块的趋势有了一个合理的定义，其本质上就是一种玫瑰酒口味的Slush Puppy(饮料名)。最近，阿佩罗开胃鸡尾酒的巨大成功要归功于其值得上传到Ins的亮橙色和复杂的开胃酒文化传统。但那些研究这一趋势的人可能也会注意到，与它的成分之一——千禧一代的最爱，普罗塞克酒——不同的是，阿佩罗开胃鸡尾酒总是加冰块的。
All these campaigns raised the public's expectations of drinking outside the home. Pubs that might once have doled out a miserly single cube now had to shovel pint glasses full to the brim; the distinctive sound of ice chinking on glassware or rattling in plastic party cups became the soundtrack of the British summer. Within The Ice Co, they call it "the clink effect": the power of ice to stir a host of associations within the consumer, all of them uplifting and positive.
所有这些营销活动都提高了公众对外出饮酒的期望。酒吧以前可能只会提供一小块冰块，而现在不得不品脱玻璃杯塞得满满的。冰块在玻璃器皿上或在塑料派对杯子里叮当作响的独特声音成为了英国夏天的音乐。The Ice Co内部称之为"叮当效应”：冰块的力量激起了消费者的一系列联想，所有这些联想都是令人振奋的、积极的。
