Objectives:

ONYX Professional partnered with ICE Factor on a series of experiential marketing initiatives in 2026 to introduce consumers to its Cracked Heel Repair Balm, increase brand awareness, and encourage product trial across six U.S. markets.

The objective was to connect the product with everyday summer experiences—from beach days and sandal season to outdoor celebrations and music festivals. Through direct consumer engagement, product education, and targeted sampling, ICE Factor brought ONYX into environments where its foot-care benefits felt immediately relevant. Select initiatives also incorporated lifestyle photography and video production to create content for the brand’s social and digital marketing.

Elements:

ICE Factor executed six market-specific activations combining mobile sampling teams, branded apparel, product education, and consumer interaction. Each initiative was tailored to its location and audience, maintaining a consistent brand presence while adapting the approach to local surroundings and pedestrian traffic.

Los Angeles, California: Ambassadors activated at Santa Monica Pier and along Ocean Front Walk toward Venice Beach, engaging beachgoers, tourists, runners, cyclists, and local visitors. Conversations connected the product’s moisturizing benefits and convenient application with beach days, active lifestyles, and summer foot care.

Miami, Florida: Teams engaged consumers throughout South Beach, Lummus Park, and the Ocean Drive corridor. Sampling reached beach visitors and pedestrians near restaurants and hotels, with consumers participating in product demonstrations and, in many cases, trying the balm immediately.

Arlington, Texas: During the Arlington Independence Day Parade, ambassadors connected with attendees gathered along the parade route following the morning 5K. The setting provided opportunities for extended conversations about product benefits, portability, and incorporating foot care into everyday routines.

Nashville, Tennessee: A mobile street team activated throughout Lower Broadway, 2nd Avenue, and the Riverfront during July Fourth celebrations. Ambassadors adjusted their route as crowds developed, engaging residents, tourists, families, and attendees moving between entertainment areas.

Chicago, Illinois: The initiative combined a planned lifestyle content route through recognizable city landmarks with sampling near Lollapalooza’s public entrances. Photography and video captured ONYX against backdrops including the Chicago Riverwalk, Wrigley Building, and Chicago Theatre. An additional stop at a nearby Ulta Beauty location extended the activation through shopper engagement and retail-focused content.

New York City and Long Beach, New York: A beach-themed sampling and content initiative connected Pier 11, NYC Ferry, Rockaway, and Long Beach. Ambassadors in coordinated, lifeguard-inspired ONYX attire engaged ferry passengers and beach visitors while capturing photography and video. Existing ONYX messaging on the ferry’s onboard displays reinforced the experience, connecting advertising exposure with an opportunity to receive and try the product.

Across the initiatives, field teams managed product replenishment, adjusted positioning to follow consumer traffic, and paired sample distribution with approachable, one-on-one education.

Results:

ICE Factor distributed 9,000 ONYX Professional Cracked Heel Repair Balm samples across six activations in six markets, achieving 100% distribution of the allocated product at every activation.

The initiatives generated positive consumer feedback across a diverse audience, including beachgoers, festival attendees, families, active consumers, and existing ONYX customers. Ambassadors fielded questions about ingredients, application, and where to purchase the product, while consumers frequently connected its benefits with their own summer routines.

The Chicago and New York initiatives also produced a library of lifestyle photography and video featuring recognizable locations, branded ambassadors, product imagery, and authentic consumer interactions. These assets gave ONYX content to support marketing beyond the activation day.

Together, the initiatives connected product discovery, education, and trial with relevant summer experiences while capturing useful consumer feedback and creating opportunities for continued brand engagement.

Consumer Response:

“This was in my Amazon cart! Now I get to try it before I buy it.”
— New York activation

“My feet are going to need this after standing all day.”
— Chicago activation

“Having something portable to apply anytime and anywhere is very convenient.”
— Arlington activation