“Dr Bombay”: Snoop Dogg launches his ice cream brand at Carrefour and proves that celebrities are the new stars of consumption

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 from May 12. Ice cream made in France, with “real cream” and “real fruit”, and “regressive flavors, anchored in popular American culture”, explains the brand on its site.

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

For the moment, four perfumes will be sold on Carrefour shelves: Peanutbutter Jelly Timea peanut ice cream with grape sorbet; Long Beach Fruit Partya mango sorbet with coconut ice cream and pineapple chunks; Salted Caramel Waffle Sundazeda waffle ice cream with a salted butter caramel sauce; And Strawberry Cream Dreama strawberry sorbet with vanilla ice cream with strawberry sauce and cookie pieces.

A new way of consuming

With this range, Snoop Dogg proves a little more that celebrities revolutionize consumption. Not just by lending their face to a brand, but by launching their own product ranges. In France, this had already been the case with Squeezie, the YouTuber with 20 million subscribers, who had 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 is based in particular on a form of free advertising, because a product put forward by a person with millions of subscribers is easier to promote. Especially since these personalities themselves have an interest in sales since they participated in their development, and generally promote them on their social networks.