His post was viewed by 21.1 million people.Īll told, by Thanksgiving, over 100 million people watched the viral video. And that resulted in an Instagram post by celebrity Dwayne "The Rock" Johnson. This early November post was seen by 29.7 million people. They showed "Food Porn," an Australian-based concern for foodies who reposted the video on Facebook, and the second sales spike had begun. One group that noticed was Gloss, a media company that curates the best in art, food and culture. The Steeres were soon pulling out all stops to keep up with manufacturing and order fulfillment, and by the time the dust settled, over 10.3 million people had seen the video. By the next morning, that number had skyrocketed to 3.1 million and the proverbial snowball was rolling down the hill. Within hours, the video was seen by over 5,000 people.
A few weeks into that sponsorship, Bourbon Pursuit partner, Kenny Coleman, decided to post the now famous Tik-Tok video of a Meltdown making an ice ball. One move was to sponsor the Bourbon Pursuit podcast.
It wasn't until later in the summer that they turned their ad agency, Scales, the agency known for building the YETI brand, loose to introduce Meltdown to the affluent drinker.
But, Meltdown owners, the Steere family, including patriarch Bill, along with sons Brock and Brian, were in this for the long haul, and the rocky start allowed them time to continue product development. Like any new brand launching in the year of the pandemic, 2020 proved to be a challenge for Meltdown.
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