One of Saint Lucia’s most iconic and beloved beverages has tuned 50. On Thursday April 21, ICY, one of the oldest brands in Heineken Saint Lucia’s portfolio, unveiled the exciting news for the commemoration of its 50th Anniversary at a press launch at its new home, at the company’s facility in Vieux-Fort. This golden milestone most notably features the rebranding of ICY, with a new look, but with the same memorable flavour.
One of the key messages communicated during this phase of the rebranding, is “New Look, Same Flavour”. Sharing enthusiastically at Thursday’s press launch was Category Manager for Carbonated Soft Drinks (CSDs) at Heineken Saint Lucia Sharlene Jn. Baptiste who explained that the direction for this rebranding was guided by extensive consumer research.
“Four years ago, we reached out to Saint Lucians to get feedback. We wanted to understand what worked and most importantly, what was not working. We heard it straight from the people who matter the most, from our market, generally their respect and trust for this iconic Saint Lucia brand remained intact and the flavour continued to meet their expectations…however, they felt disconnected from u,” she said, adding that ICY will continue to focus on delivering the flavour that Saint Lucians love, but improving its role in their lives.
The new ICY campaign boldly and prominently displays the new, refreshed logo and brand image, against the backdrop of Saint Lucian people, talent, creatives and by extension Saint Lucian life.
The creative direction was explained further by Ms. Jn. Baptiste; “One of the things that we are most proud of, is our decision to ensure that our campaign was 100% locally produced… local talent both in front and behind the cameras and mics, ensuring that in capturing the sights and sounds of the brand, we stayed true to who we are as St Lucians, highlighting the strength and endearment that we have as a people.”
“We celebrate and pay homage to our heritage; we celebrate our ability to still contribute to the livelihoods of hundreds of team members daily. Which means that we acknowledge the heritage and the hard work done over the 5 decades of the brand. From its humble start, to becoming the first major brand launch on our new lines, here at Heineken Saint Lucia.” Jn. Baptiste said.
To further demonstrate its commitment to Saint Lucian talent, as part of its 50th Anniversary, ICY will also support one of the sectors most impacted by the COVID-19 pandemic- the entertainment and creative industries. This will come to life through a series of activities focused solely on the development and support of local talent, with the aim of helping them thrive, sustain their families, and enhance the country’s creative sector.
In addition, the brand and the company will continue to support REPLAST to ensure consumers can continue to dispose their bottles in a responsible way and be more sensitized about recycling options. Heineken Saint Lucia remains the main financial supporter of the Replast Project, contributing over $100, 000 EC Dollars to date which includes financial support from its brand.