Dr Bombay

Colorful pots that will soon appear on our shelves. American rap star Snoop Dogg is launching “Dr Bombay,” his range of ice cream pots, which will be sold exclusively at Carrefour starting on May 12. Ice cream made in France, with “real cream” and “real fruits,” and “regressive flavors rooted in American popular culture,” explains the brand on its site.

To compete with well-established big brands in the market like Ben & Jerry’s and Häagen-Dazs, Dr Bombay can rely on the image of the American rapper and a personal touch: “His grandfather owned a dairy farm, and Snoop would take Cordell, his son, to enjoy ice cream after every football game.”

For now, four flavors will be available in Carrefour stores: Peanutbutter Jelly Time, a peanut butter ice cream with grape sorbet; Long Beach Fruit Party, a mango sorbet with coconut ice cream and pineapple pieces; Salted Caramel Waffle Sundazed, a waffle ice cream with salted caramel sauce; and Strawberry Cream Dream, a strawberry sorbet with vanilla ice cream, strawberry sauce, and biscuit pieces.

A new way of consuming

With this range, Snoop Dogg further proves that celebrities are revolutionizing consumption. Not only by endorsing a brand with their face, but by launching their own product lines. In France, this was already the case with Squeezie, the YouTuber with 20 million subscribers, who launched his Ciao Kombucha. The brand was among the five best-selling new products last year. A few years ago, YouTuber Mister V himself launched a pizza brand, now sold in 4,000 stores in France.

The advantage of these brands launched by celebrities lies in free advertising, as a product endorsed by a person with millions of subscribers is easier to promote. Moreover, these personalities have a vested interest in sales as they are involved in the development and generally promote the products on their social networks.