Michael “Ice” Coffman
A man of mystery. A man of romance. A man whose music melts hearts like butter, Mother’s own Michael Coffman is ‘ICE’. Now, all twenty-six of the beloved in-house tracks are available exclusively to Mother employees in his debut album “Sounds from the Ice Box.” Mother held a private, closed guest list, no plus-ones, brand experience event, featuring pigs in blankets, a cheese platter, and perfectly decent bottles of Cabernet. To make ICE a full 360 campaign, the event was complemented by outdoor, print, a celebrity appearance, and a “viral” infomercial. So far, the campaign has generated zero external media impressions. ICE’s notoriety stems solely from the 93% of Mother consumers who listen to “Sounds from the Ice Box” on repeat and wait for a glimpse of this office legend.
In honor of Mother’s Day this year, we have created a lovely yet legally binding gift to bring mother and child closer together. Introducing the Momtract.
Paulina Reyes, Design Director at Mother New York, recently collaborated with West Elm on a Spring 2013 collection of cheerful pillows inspired by her native home of Mexico City.
Put a little sour in your shower.