Ice Cool - Branding in a time of Turbulence

Ice Cool was a Singaporean brand that produced and distributed beverages and canned food in the off-trade F&B retail industry for more than 30 years. Even its top-seller, coconut water, which provided more than 70% of the company’s house-branded beverage revenue, was not a household name. The promotional tools the brand utilised was point-of-sale instruments with limited investment in branding and marketing. This case highlights how brand architecture, brand hierarchy, and brand reinforcing strategies might influence brand performance. This case also illustrates some challenges and opportunities faced by the company in view of consumer preference for shopping online.