
6.5/10
So I was visiting a mall in Brooklyn the other day to look at things in Guitar Center with my friends Quinn and Benji. We were under time constraints, as we had to be elsewhere to see a movie, but we had passed a Cold Stone on the way into the mall, so we set aside the time to get something from our favorite overpriced-but-delicious ice cream chain.
As we walked from Guitar Center to Cold Stone, I was already considering whether to get my “usual,” cheesecake ice cream with peanut butter cups and strawberries mixed in, or to try something new. I guess Benji was doing the same thing, as he absentmindedly referred to the shop as “Stone Cold Creamery.” This immediately took my mind to a vision of Steve Austin looking tough and eating Cold Stone, then to a vision of Steve Austin behind the counter, dressed in apron and visor, telling an indecisive eight-year-old to hurry the fuck up and pick something.
I fully realize that in 2010 (or 2009 at the time), Stone Cold is far from a household name; however, when he was dominating in the ring, I was about eleven, in fourth grade, and all my peers were seriously into pro wrestling. There were wrestling-themed birthday parties at which I gave the gift of wrestling action figures or Stone Cold sheets or something, and definitely a few occasions in which I myself was the recipient of an action figure. (The most notable being Chris Benoit, something I absolutely wish I could find now.) I didn’t get cable, so I had to ask around to see whether Undertaker had beaten Goldberg the night before or something, but when someone referenced Stone Cold Steve Austin 3:16, the toughest of all wrestlers, who invariably had demolished anyone daring to face him, my fourth-grade self got pretty fucking stoked. As such, if this had been an idea when everyone gave a shit about the WWF (now WWE), I would give this a solid ten and be on the phone with the Cold Stone people ASAP.
For this reason, my mind immediately zoomed to Stone Cold at Benji’s slip of tongue, but times have changed: Steve has been out of the game for a while, to my knowledge, and his last public venture, the 2007 WWE film “The Condemned,” was a commercial and critical failure. Pro wrestling itself, meanwhile, has seemingly been eclipsed by UFC, a REAL contact sport. Cold Stone is clearly at the top of its game, and, while not quite being the dominant force in ice cream that, say, Starbucks is with coffee, I never see a Cold Stone doing anything but brisk business regardless of temperature. As such, a cross-promotion would do much more for Stone Cold than it would for Cold Stone. I had initially thought this idea was about a 9, but this alone knocks it down to about an 8.
This, however, is not all. Cold Stone’s primary audience appears to be families, not wrestling fans. A promotion involving a still-tough Steve Austin could drive away loyal customers, while a toned-down Steve would only confuse fans of Cold Stone and draw scorn from fans of Stone Cold. For this I knock it down to a 7. Finally, let us consider the product: ice cream. If there were a Cold Stone Beer, this would be a very, very feasible idea, but ice cream is not inherently “tough,” which may be nitpicking, but is still grounds for a .5-point deduction. This brings my final rating to a 6.5, which still sounds sort of inflated to me, but optimistic Jack Schoonover really, really wants this to happen. I declare this to be a passable idea.
JS