ICY Saint Lucia, has unveiled its New Look, Same Flavour campaign, anchored by a totally bubbling and full length, Soca track! Bringing the song to life visually, the brand also launched the accompanying music video on Thursday April 21st, as part of the rebranding.
The new ICY soundtrack and music video, was carefully created to highlight the cross generational power of ICY, demonstrate our diverse, yet powerful, culture through music; and that to ensure that we represent for ALL Saint Lucians.
“The endearing lyrics are intended to remind us of what we are capable of, especially when faced with the challenges like what we experienced over the last 2 years. With the perfect choice of voice; the legendary and incomparable Ignatius “Mighty Invader” Tisson, the new generation of Lucian groovy and vibe, Shemmy J and one of our Dennery Segment kings, Nevin “Mighty” Alexander; we are showing the world what we as a country are made of” shared Sharlene JnBaptiste, Category Manager responsible for ICY.
The idea of ensuring that Saint Lucian talent is the foundation of this campaign, is in keeping with the brand’s new focus of supporting local creatives and talent. The new campaign will be rolled out in phases, with new excited sights and sounds that continue to showcase the key moments, characteristics and features that make us unique. The brand is also expected to announce new plans and activities which will give consumers the opportunity to connect and engage with the brand via social media and online.
All Music was Produced by Fast Forward Entertainment and Video Produced and Directed by All Biz Limited!
Choreography for the music video was led through the amazing collaboration of Bashana Dayes of Moves for Dayes, and Roxanne Didier. Music Video and Full Soca Song can be found on any of the ICY social media pages; @icy758 Facebook, Instagram or YouTube!