• June 6, 2012

The History Channel is selling real ice. The co-branded packages of ice touts the channel's "Ice Road Truckers" (IRT) via a partnership with Arctic Glacier. The product, "IRT Ice," preps the new season of the show, which airs on Sunday evenings.

Arctic Glacier will make something like eight million bags of IRT Ice, which will be shipped to retailers nationwide. The campaign will also include point-of-sale advertising at retail locations and 18 co-branded delivery trucks in Los Angeles and New York to promote a consumer sweepstakes for a chance to win a 55-inch LED television.

IRT star Hugh Rowland was in Times Square to make the first delivery of IRT Ice to the Walgreens store at 42nd and Broadway on May 31. As part of that event a effects team turned Times Square into a winter scene, with around 20 tons of snow, an ice road and ice sculptures. The IRT Ice product will be at Arctic Glacier retailers including Walgreens, Wal-Mart, Target, 7-Eleven and Safeway, among others.