Market Tonic
![]() |
|
Sheldon Baker With more than 25 years of marketing experience, Sheldon has developed and managed a wide range of successful corporate marketing programs. As principal and senior partner with the Baker Dillon Group (BakerDillon.com), he has created nutraceutical industry brand development and marketing campaigns that have brought measurable results for clients and generated millions of dollars in revenues. He was the first to successfully introduce in the natural products industry, celebrity brand endorsement and nationwide consumer media exposure for a new ingredient. He holds a Bachelor of Arts degree in communications from Columbia College in Chicago, the premier marketing and arts educational institution in the United States and is past president of the Consultants Association (CANI-consultants.org). Sheldon can be contacted at sbaker@bakerdillon.com |
Dippin’ Dots Files Chapter 11
It wasn’t a big story, but I saw a story in last week’s San Francisco Chronicle that Dippin' Dots, the unique way to eat ice cream, has filed for Chapter 11 to help stave off bankruptcy. What was once referred to as the “Ice Cream of the Future" was never really was a hit with me. The sugar content must be astronomical. Did you ever see a little kid eat Dippin’ Dots at a major league baseball game and then go bonkers? Seems like those kids were always the ones that sat near me at San Francisco Giants game. Sugar does that to a kid. Even adults.
Dippin' Dots was invented by a Southern Illinois University graduate, Curt Jones, in 1987. The confection is created by flash freezing ice cream mix in liquid nitrogen. Containing less air than conventional ice cream, the resulting small spheres of ice cream are stored at temperatures ranging from -70°F to -20°F. The company’s PR machine has always done an admirable job. They made it on Oprah, and that surely must have helped sell a lot of those Dots.
But don’t worry all you Dippin’ Dots lovers. They aren’t going away just yet. There’s too many millions at stake.
- Comments
