Ice Breakers: to share or not to share Packaging is sometimes the unsung hero of great brands or products. There’s the practicality of the Coke fridge pack, which has been credited with bumping sales of the brown stuff. Then there’s the dazzle factor. We personally rue the arrival a few years ago of the mostly silver Heineken “keg” can, which displaced the green can, one of the most beautiful package designs in brand-dom. And now comes the slyly cute, little round container housing a new Hershey’s product: Ice Breakers Sours. AdFreak was the lucky recipient of this schwag through a Hershey’s PR effort. In fact, the product is so new, we can’t find it on the company Web site. These little suckers pack a delicious punch. But back to the point. The round disk has two openings. One is labeled “to share” and opens wide enough for someone to pluck out a strawberry, berry splash or raspberry lemonade flavor of the white-speckled candies. The other is labeled “not to share,” and not a single AdFreaker could get so much as a finger into that one. Unfortunately, we didn’t notice both openings when trying to share these delectables and only used the “not to share” option. This meant shaking the container into an open hand, inadvertently dispensing two Ice Breakers Sours instead of one. This chagrined our greedy self. Then we noticed the “to share” slot. And basked in its cutesy cleverness. —Posted by Kathleen Sampey

February 22, 2006 | Permalink

Comments

---

Actually, they've been out for quite some time in the central New Jersey area. They've been selling in the Quick Checks and 7-11's since early last Fall. Not so new, I guess. (The sour apple ones are my favorite.)

Posted by: Mark | Feb 22, 2006 5:17:58 PM

I was going to make the same comment. I've been buying these (Sugar-Free Sours) at Target (in Los Angeles county) for months now. The packaging WAS a big hit when I offered them around the office, I have to say.

Posted by: TV | Feb 22, 2006 5:32:25 PM

Hm.. weird, I've been seeing them for as long as 4 or 3 years. I don't live in the US though so perhaps it started somewhere else..

Posted by: Roba | Feb 23, 2006 2:31:10 PM

The same packaging was used with the original Ice Breakers, which have been out for years. I remember buying these and using them about 5 years ago.

Posted by: A Different Mark | Feb 24, 2006 3:15:32 PM

It's weird, because recently I've been buying them, and the large opening is labeled 'not to share', while the smaller opening is labeled 'to share'. At first I thought this was just a mistake in packaging, but after getting multiple packages like this I'm very concerned. What is going on??

Posted by: Samantha | Sep 8, 2009 4:49:18 PM

i'm thinking it's meant as a joke to people who share a lot less than they eat...i just noticed that on my pack so i googled it

Posted by: tpitts | Oct 21, 2009 5:37:30 PM

Post a comment

Name:

URL:

Remember personal info?

Comments:

The opinions expressed in comments are those of the individual poster. They do not necessarily reflect the views of Adweek or Nielsen Business Media. Comments of a promotional nature or comments that are otherwise inappropriate may be removed.