NCP Enlists Simpson Sisters for Ice Breakers

NEW YORK Jessica Simpson will continue to play off her “dumb blonde” persona, and this time brings her sister, Ashlee, along in a new spot to support Hershey Foods’ Ice Breakers Liquid Ice breath mints.

The spot, “Is It Liquid or Is It Ice?” via North Castle Partners. Stamford, Conn., breaks nationally May 24. In the commercial, Jessica and Ashlee debate whether the new breath mint is actually “liquid” or “ice,” a takeoff on Jessica’s previous flirtations with food, including thinking that Buffalo wings came from buffaloes and not knowing whether Chicken of the Sea brand tuna was chicken or tuna.

Ponders Jessica, “As a busy newlywed and singer, I know how important it is to have fresh breath. Whether it’s liquid or it’s ice [Ashlee seems to think it’s both] Liquid Ice does the trick. But I’m a little stumped, so I’m hoping everyone will try it, decide for themselves.” Consumers are directed to a Web site,, to cast their votes and enter for a chance to win a trip to Los Angeles to meet Jessica and other prizes.

“We are extremely excited to announce our partnership with Jessica Simpson. Jessica is very energetic, fun and sociable so she’s a perfect match for our new product,” Thomas Hernquist, senior vice president and chief marketing officer, Hershey Foods, said in a statement.

—Brandweek staff report