When a marketing rollout turns into a cultural moment, brands take notice. And this week, they’ve taken action. Drake’s Iceman album tease has left a trail of melting ice and a growing list of corporate copycats. From Chipotle to Coors Light, brands are chilling with parodies of the Iceman ice block trend.
Drake’s ‘Iceman’ Ice block trend joined by brands
What started as Drake’s melting ice block promo for Iceman has turned into a trend, with major brands launching their own takes on social media.
To build anticipation for Iceman, Champagne Papi revealed the album’s release date inside a massive ice sculpture in Toronto. The idea melted into the mainstream fast, and now Chiquita, Chipotle, Coors Light, and the New York Giants are carving out their own icy messages, even without a record to promote.
However, unlike Drake’s real-life Toronto sculptures, the brand parodies appear to be graphic design or AI-generated images. Instagram pages, including Shifting Culture and Hot Freestyle, are documenting the wave, highlighting takes on the ice block trend from brands ranging from Chiquita to Chipotle.
Drake’s Iceman installation drew massive crowds in Toronto, with fans and streamers surrounding the ice block to uncover the album’s release date. Some reportedly used open flames and flammable liquids to speed up the melt, while others climbed the sculpture and chipped at it with tools.
Once the release date was revealed, Toronto firefighters hosed the remaining ice with hot water to prevent injuries. Mayor Olivia Chow endorsed the public safety measure while recognizing Drake’s contributions to the city.
“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.”
“Drake is a big supporter of our city, and there’s so much excitement across our city towards this new album, Iceman,” she further added. “I’m excited too, it’s going to be a great summer … but please, be safe.”
Iceman is scheduled for release on May 15, 2026.
Originally reported by Sibanee Gogoi on Mandatory.
