COLD STONE CREAMERY
BRUTALLY CRAFTED
Ice cream is always shown to be loving and sweet, but Cold Stone Creamery ain’t that kind of ice cream parlor. Cold Stone is where ice cream takes a beating; where ingredients are smashed, toppings are crushed, and cravings are clobbered. Cold Stone’s Creations are Brutally Crafted, and that makes them all the sweeter.
01
Brutally Crafted Revamp
Cold Stone Creamery is revamping their new image with Brutally Crafted merch and a few in-store changes…
A new line of Brutally Crafted uniforms designed is released and made available to customers. Cold Stone’s line dividers are replaced by wrestling ropes so patrons can feel like they’re in on the action. Cold Stone Creamery’s credit card scanners will get a new look and instead of insert, tap, or swipe, users will be prompted to stab, slam, or slice card here.
02
Percussive Cold Stone
Bongos are like ice cream; they sound sweet, but they’re meant to be beat. We released limited-edition Brutally Crafted Bongos that were built to take a beating. Available at coldstonecreamery.com and select Guitar Center stores.
03
Stone Cold Steve Austin
Cold Stone hires a new spokesperson known for his brutal aggression and no-bullshit mentality: Stone Cold Steve Austin. The wrestling legend will appear in ads giving Cold Stone ice cream the beatdown. We’ll even design a few creations and have him show how they’re made on social.
Cold Stone has partnered with Jellycat to make ice cream plush toys that can take a beating like our ice cream, modeled after Cold Stone’s most popular creations. They’re sweet to look at, but even better to beat the crap out of. They’ll say things like “Punch here” or “Hit me”
04
Punchable, Beatable, Snugglable!
05
Disorderly Delights - A Mario Party Mini Game
Since Cold Stone is known for whomping their ice cream, we’ve partnered with Nintendo cornerstone Mario Party to put their beloved Whomp characters to good use. Players will work together to Brutally Craft ice cream creations, scooping ice cream onto a granite table top, whomping them, and delivering them to the counter. The more you whomp a creation, the more points it’s worth!
06
Peacock x Cold Stone Olympic Coverage
Cold Stone is partnering with Peacock to deliver Brutally Crafted coverage of Curling in the 2026 Winter Olympic Games in Milan. This typically tame sport will be covered with Brutally Crafted replays, analyses of hopes and dreams being crushed, and only the ruthless securing the sweet taste of victory. Sound effects, branded lanes shaded to look like granite slab, etc.
ART DIRECTION: JULIA HANCOCK
COPY WRITER: KEVIN MCGUIRE