November 2024
Case
HBS Case Collection

Dr. Bombay Ice Cream

By: William R. Kerr, Alexis Brownell and Michael Liu

Format:Print
| Language:English
| Pages:15

Abstract

This case examines the creation, launch, and rapid growth of Dr. Bombay Ice Cream, a joint venture between Happi Co., a consumer packaged goods incubator, and entertainment mogul Snoop Dogg, with his son, Cordell Broadus. The brand was inspired by a Bored Ape Yacht Club NFT and aimed to disrupt the stagnant ice cream market with innovative flavors and culturally resonant branding. By leveraging Happi Co.'s operational expertise and Snoop Dogg's global influence, Dr. Bombay Ice Cream achieved placement in 80% of U.S. national grocery retailers and projected $20 million in first-year sales. The case explores the challenges of entering the competitive frozen food aisle, balancing growth and profitability, and scaling a celebrity-backed brand while maintaining authenticity. Students will consider strategic decisions around marketing, fundraising, and diversification into new channels or markets. The case provides insights into the role of creator-led brands in consumer goods innovation and the potential to revitalize legacy categories through entrepreneurial agility and cultural engagement.