Drake’s rollout for his upcoming album Iceman is making such a huge splash that even major brands are joining in, playfully recreating his concept for their own promo moments.
To build anticipation for Iceman, Drake revealed the album’s release date using a giant ice sculpture in Toronto, with the details hidden inside for fans to discover. While companies like Chiquita, Chipotle, Coors Light, and the New York Giants aren’t dropping albums, they’ve tapped into the same icy concept to share their own creative messages.
That said, most of these brand activations appear to be digital or AI-crafted visuals. Drake’s version, on the other hand, was very much real. So no, you won’t be spotting a massive frozen Chiquita banana sitting on a random street anytime soon.
Take a look at how these brands put their own spin on the Iceman-inspired trend below.
Drake’s Iceman installation turned into full-blown chaos in Toronto, as fans and streamers swarmed the massive ice structure trying to uncover the album’s release date by any means necessary.
Reports say some people brought out open flames and flammable liquids to speed up the melting process, while others climbed to the top and chipped away at the ice with tools.
Before things escalated further—and after the release date was finally revealed—Toronto firefighters stepped in, using hot water to break down what remained of the structure.
Toronto Mayor Olivia Chow backed the decision, emphasizing public safety while also showing love to Drake. “The fire chief made the decision last night, and I support his decision. His responsibility is people’s safety,” Chow said. “Folks climbed it. I saw them doing all types of things. It is our responsibility to make sure people are safe.”
She also acknowledged the buzz Drake has brought to the city. “Drake is a big supporter of our city, and there’s so much excitement across our city towards this new album, Iceman,” she added. “I’m excited too, it’s going to be a great summer … but please, be safe.”
Iceman is scheduled to drop on May 15.
