When Broadway’s hottest marketing minds throw a summer party, you can bet it won’t be your typical rooftop mixer. On June 7, 2025, advertising powerhouse AKA NYC transformed Empire Rooftop into a theatrical celebration that had theater insiders buzzing well into Tony Awards weekend. The secret ingredient? A brilliantly executed frozen treat station that perfectly blended Broadway’s creative spirit with summer’s most refreshing indulgence.
Broadway on Ice: The Popsicle Innovation Taking Center Stage
As temperatures climbed across Manhattan, AKA’s guests discovered the coolest way to toast Broadway’s biggest weekend. The agency partnered with craft ice pop creator FrutaPOP to debut “A Taste of the Tonys®” – a custom pop experience that turned familiar cocktails into Instagram-worthy frozen moments.
“We’re always looking for that perfect blend of memorable experience and brand alignment,” shares Elizabeth Findlay, AKA’s Senior Event Director. “The Tony-themed popsicles became conversation starters that kept our guests engaged throughout the afternoon while celebrating our nominated clients in a uniquely refreshing way.”
Each popsicle was carefully crafted to represent one of AKA’s 12 Tony-nominated Broadway productions, offering attendees a literal taste of the shows dominating this year’s awards conversation. The concept brilliantly married experiential marketing with creative food innovation – two trends we’ve seen accelerating across the hospitality industry in 2025.
From Cocktail Hour to Frozen Showcase
The popsicle bar featured an impressive lineup of boozy and non-alcoholic options, each presented with theatrical flair befitting Broadway’s biggest weekend:
Alcohol-Infused Varieties:
- Espresso Martini: A caffeinated kick with American Harvest Vodka
- Guava Cosmo: Tropical twist on the classic cocktail
- Ginger Mule: Spicy-sweet frozen interpretation
- Summer Peach Bourbon: Southern comfort with seasonal flair
- Piña Colada: Vacation vibes in popsicle form
- Lemon Rosé: Wine-infused refreshment
- Lime Margarita: The classic cocktail, perfectly frozen
Non-Alcoholic Options:
- Strawberry Banana: Sweet fruit medley
- Pineapple Mango: Tropical paradise on a stick
What made these treats particularly noteworthy wasn’t just their flavors but their composition. FrutaPOP’s commitment to natural ingredients without added sugars, syrups, or dyes aligned perfectly with Broadway’s current audience demographics, where health-conscious choices remain a priority even during celebrations.
“We’re seeing a major shift in event hospitality,” notes Jason Dorfman, beverage director at NYC’s High Line Hotel. “Today’s guests expect thoughtful non-alcoholic options that feel just as special as their boozy counterparts. The dual approach FrutaPOP took with this activation perfectly addresses that demand.”
Where Creative Marketing Meets Culinary Innovation
For hospitality professionals, AKA’s partnership with FrutaPOP offers a masterclass in event differentiation. The collaboration demonstrates how food and beverage elements can transcend mere refreshment to become brand storytelling vehicles and memorable touchpoints.
“What makes this activation particularly clever is how it transforms something typically associated with childhood – the popsicle – into a sophisticated, adult-friendly experience that still captures that sense of playfulness and joy,” explains culinary trend analyst Sophia Martinez. “That emotional connection is pure gold for brands.”
The popsicle bar’s success highlights several key trends restaurant and event operators should consider:
- Interactive Food Stations: Creating designated areas where guests can customize or select specific offerings encourages movement and conversation.
- Nostalgic Reinvention: Taking familiar formats and elevating them with premium ingredients and unexpected flavors.
- Instagram-Ready Presentations: Designing food and beverage offerings that naturally inspire social sharing without feeling forced.
- Thoughtful Non-Alcoholic Integration: Ensuring alcohol-free options receive equal creative attention and presentation quality.
- Brand Storytelling Through Food: Using culinary elements to reinforce event themes and brand messaging.
For establishments considering menu innovations, frozen treats present an untapped opportunity – particularly when executed with the creative flair FrutaPOP demonstrated at this event.
Broadway’s Big Winners Celebrate in Style
The timing of AKA’s summer soirée couldn’t have been more perfect. Less than 24 hours after guests sampled their last popsicles, AKA’s Broadway clients collectively took home an impressive 20 Tony Awards, making the previous day’s celebration feel prescient.
This synergy between the party and the subsequent awards success created a perfect narrative arc that extended the event’s impact well beyond its actual hours. Industry insiders noted how the popsicle bar had become a talking point during the awards ceremony itself, with several winners referencing their favorite flavors during backstage interviews.
“The best marketing activations create ripples that continue long after the event concludes,” notes digital marketing strategist Daniel Kim. “By creating such a distinctive experience tied directly to the Tony Awards, AKA essentially extended their celebration through the entire weekend.”
The Science Behind Sensory Marketing
What made the popsicle activation particularly effective was its multi-sensory approach – something savvy restaurant operators have long understood but that continues to evolve in sophistication.
“Temperature contrast creates memorable experiences,” explains sensory marketing consultant Dr. Elena Ramirez. “On a warm summer day, that first bite of something frozen creates an immediate physiological response that heightens awareness and enhances memory formation. Combined with distinctive flavors and visual appeal, it becomes a powerful brand moment.”
For food and beverage operators looking to create similar impacts, the lesson is clear: consider how temperature, texture, presentation, and flavor can work together to create distinctive experiences that guests will associate with your brand long after the moment has passed.
The Rise of Branded Frozen Treats
While AKA’s activation was designed for a single event, it highlights a broader opportunity for restaurants and bars. Custom frozen cocktails – whether in popsicle form or otherwise – represent an untapped menu category with significant potential for differentiation.
The technical requirements are relatively modest: basic popsicle molds, freezer space, and creativity. The potential upside includes higher margins, distinctive offerings that resist easy replication, and natural social media exposure.
“We’re seeing innovative bars create signature frozen offerings that become their calling cards,” notes beverage consultant Marcus Chen. “What begins as a seasonal special often evolves into a year-round brand identifier that customers specifically seek out.”
For establishments looking to experiment with frozen cocktails, Chen recommends starting with variations on familiar classics – similar to FrutaPOP’s approach with the Espresso Martini and Guava Cosmo popsicles – before evolving toward more distinctive house creations.
Partnerships That Elevate Events
The collaboration between AKA and FrutaPOP exemplifies how strategic partnerships can elevate experiences beyond what either brand might achieve independently. For restaurants and venues, similar collaborations with specialty food and beverage providers can inject fresh energy into events without requiring extensive internal development.
“Smart operators are increasingly looking beyond their four walls for distinctive elements that can transform regular service into memorable experiences,” explains hospitality consultant Rebecca Wright. “These partnerships often bring not just products but expertise and creativity that complement in-house capabilities.”
The success of such collaborations depends on finding partners whose brand values and quality standards align with your own – something clearly achieved in the AKA/FrutaPOP partnership, where premium ingredients and creative execution harmonized perfectly with AKA’s sophisticated brand identity.
The Takeaway for Hospitality Professionals
For food and beverage leaders looking to apply insights from AKA’s successful event, consider these action items:
- Identify signature moments within your service that could be enhanced through unexpected presentations or temperature contrasts
- Explore partnership opportunities with specialty producers who can bring unique capabilities to your offerings
- Consider how familiar formats (like popsicles) might be reinvented for adult audiences through sophisticated flavors and premium ingredients
- Ensure non-alcoholic options receive equal creative attention to build loyalty across diverse customer preferences
- Create visual distinctiveness that naturally encourages social sharing without explicitly requesting it
As Broadway’s brightest stars discovered at Empire Rooftop, sometimes the most memorable experiences come on a stick – provided that stick is supporting a thoughtfully crafted, perfectly chilled moment of culinary theater.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1) linked to https://www.amazon.com/Beverage-Magazines-Guide-Restaurant-Success/dp/1119668964, Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
