In December, Ice Breakers announced the creation of “Team Unicorn,” a group of Olympic athletes and hopefuls chosen to represent the brand.
The effort continues Ice Breakers’ relationship with U.S. Ski & Snowboard, and ties in with The Hershey Company’s sponsorship of the U.S. Olympic Committee and Team USA.
In this latest extension of the unicorn-themed marketing platform launched for the mints brand in April 2016, from Crispin Porter + Bogusky, the young athletes — like the unicorn symbol itself — are meant to personify confidence and self-realization.
Why unicorns? Research by Ice Breakers parent Hershey confirmed that millennials associate the mythic animal with self-confidence, individualism and personal achievement.
Leading up to and during the 2018 Winter Games, the Team Unicorn athletes are sharing their own “breakthrough” moments and encouraging fans to do the same, using #UnicornMoment.
Today, to further pump up interest and social engagement, the brand is unveiling oil portraits of the athletes, imagined riding unicorns. The fanciful portrayals were painted by the artist Karla Ortiz.
One portrait (above) features U.S. Ski & Snowboard athletes Joss Christensen, Jessie Diggins, Red Gerard, Devin Logan and Maggie Voisin. A second features figure skaters Maia and Alex Shibutani.
“We wanted to capture the unique personality of each Team Unicorn athlete in a way that inspires fans to unleash their inner confidence and seek out their own #UnicornMoment,” Ice Breakers brand manager Nathan Johnson comments to Marketing Daily.
Photos of the paintings willl be posted on Facebook and Instagram. Diggins and Logan will do media interviews to promote the paintings and the Team Unicorn campaign.