Selling Ice to The Eskimos - no April Fool

The phrase “selling ice to the Eskimos” has long been used to describe an impossible sales pitch—why would a group of people surrounded by ice ever need more of it? And yet, history is full of cases where businesses have done the unthinkable: selling seemingly redundant or unsuitable products to unlikely customers.

This blog takes a humorous yet insightful look at how exporting to unusual markets, or selling products to groups that seemingly don’t need them, can be not only possible but wildly successful. Along the way, we’ll explore some bizarre and amusing examples that prove the old adage wrong—and provide lessons for anyone trying to succeed in unconventional markets.

The First Lesson: Ice Itself

Let’s start with the inspiration for our metaphor: ice. It turns out, selling ice to the Eskimos isn’t as ridiculous as it sounds. In the early 1800s, an enterprising American named Frederick Tudor, nicknamed the “Ice King,” built an empire exporting ice from frozen lakes in New England to tropical countries like India and the Caribbean. Tudor’s genius wasn’t just in selling ice to people in hot climates but in creating demand where none existed.

Eskimos may not have needed ice for its basic form, but what if you reframed the value of ice? Imagine selling purified, perfectly clear ice cubes for luxury beverages, or even ice sculptures for special occasions. Suddenly, ice is no longer a commodity—it’s a premium product.

Lesson: The key isn’t to sell what you have but to sell the value it brings. Reframe the product to meet a unique need or desire, even in a market where it appears unnecessary.

Lesson Two: Sand in the Desert

You’d think selling sand to a desert nation would be as redundant as ice to the Eskimos. But companies have done exactly that. For instance, Saudi Arabia—a country dominated by vast stretches of sand—has imported sand from Australia. Why?

The fine grains of desert sand aren’t ideal for construction. Saudi Arabia required coarser, more angular sand for making concrete, and their local supply didn’t fit the bill. Australian exporters saw this gap and stepped in, turning the improbable into a lucrative business.

Lesson: Know your niche. Even if the market seems saturated (literally or figuratively), there’s always room for a product that solves a specific problem.

Selling Bottled Water to a Rainy Country

In the 1990s, Evian and other bottled water brands entered the UK market, which, let’s face it, isn’t short on water. It rains more days than not, and tap water is clean and safe to drink. Yet bottled water became a multi-billion-pound industry in the UK.

How? Bottled water companies didn’t sell water—they sold health, convenience, and status. Evian positioned itself as a luxury product, turning something as mundane as water into a symbol of sophistication.

Lesson: People don’t always buy a product for what it is—they buy the idea or lifestyle it represents. Even in markets where demand seems unnecessary, creating a strong brand narrative can turn the ordinary into the extraordinary.

Umbrellas in the Sahara

While this sounds like the setup for a joke, selling umbrellas in arid regions like the Sahara has real-world applications. In areas with scorching heat, umbrellas serve as portable shade. Entrepreneurs have successfully marketed umbrellas as tools for sun protection rather than rain protection.

In fact, luxury brands have gone a step further, creating high-end parasols that cater to the wealthy in hot climates. These products are less about utility and more about fashion and prestige, with price tags to match.

Lesson: Adapt the product’s purpose to the environment. Even if the primary use isn’t relevant, a clever pivot can open up new markets.

Exporting American Football to Europe

Sports are deeply cultural, and introducing a foreign sport to a new region is a monumental challenge. Yet, the NFL has managed to sell American football to Europe—a continent historically loyal to soccer.

By hosting games in London and marketing the NFL as a premium entertainment experience, the league has steadily grown its European fanbase. Merchandising also plays a key role. Europeans may not fully understand the intricacies of the game, but the iconic logos and team jerseys have become fashion statements in their own right. The NFL has also tailored its strategy to local tastes, providing fan festivals and educational content to introduce the sport in an accessible way.

Lesson: When entering an unfamiliar market, it’s not just about selling the product—it’s about selling the experience. Cultivate curiosity, create memorable moments, and be willing to educate your audience.

Selling Chopsticks to China

China is the birthplace of chopsticks, with over 5,000 years of history. Selling chopsticks to the Chinese sounds redundant, yet Japanese and Korean chopsticks have found success in this market. Why? These chopsticks are often made from premium materials like stainless steel or lacquered wood, offering a level of elegance and durability that everyday wooden chopsticks lack.

In some cases, the design itself is the appeal—brands capitalize on unique patterns, colors, or packaging that turn a functional utensil into a desirable gift or collector’s item.

Lesson: Even in markets that seem saturated, there’s always room for innovation, premiumization, or differentiation. Consumers often appreciate quality or uniqueness over abundance.

Bananas in Iceland

Iceland is not exactly known for its tropical climate, yet it was one of Europe’s leading producers of bananas for decades. How? The country leveraged its abundant geothermal energy to create tropical conditions in greenhouses, allowing it to grow bananas domestically.

While Iceland eventually ceased large-scale banana production due to cost, the initiative highlights how unexpected markets can work when approached with creativity and resourcefulness. In today’s world, bananas might still be grown in Iceland—but as a novelty product with a high price tag.

Lesson: Unusual markets often thrive when they turn scarcity into exclusivity. By embracing novelty and rarity, exporters can turn a seeming disadvantage into an advantage.

Luxury Goods in War Zones

While it seems counterintuitive, luxury goods like designer clothing, watches, and high-end alcohol have found buyers in war-torn regions. These products aren’t necessities, but for some, they represent a sense of normalcy, escape, or status during difficult times.

For instance, during the Iraq War, global brands continued to operate in Baghdad’s high-end districts, catering to wealthy elites. While this might seem morally ambiguous, it underscores how the desire for luxury persists even in the most unexpected places.

Lesson: People don’t just buy products—they buy what those products represent. Even in extreme situations, the human desire for beauty, escapism, or status can create demand.

Selling Technology to Technophobes

One of the most amusing examples comes from Apple’s attempts to sell the iPad to older, technology-averse populations. Initially, skeptics doubted that senior citizens would embrace touch-screen tablets. But Apple’s marketing strategy emphasized simplicity and ease of use, showing how the iPad could help seniors connect with family, explore hobbies, and access information effortlessly.

Today, tablets are a popular tool among older demographics, with many enjoying their intuitive design and large screens. Apple’s success was a testament to tailoring a product’s features to overcome resistance in unlikely markets.

Lesson: Meet potential customers where they are, and address their specific pain points. With the right framing, even skeptical audiences can become loyal buyers.

Toilet Paper to Germany

Germany is known for its efficiency and practicality, and one might assume Germans would stick to no-frills products when it comes to basic necessities. Yet, American brands like Charmin successfully sold premium toilet paper to Germany by emphasizing softness, luxury, and superior quality.

By marketing toilet paper as a comfort item rather than a basic commodity, these brands created a niche in an otherwise practical market. Germans who previously considered toilet paper as a functional item found themselves drawn to the idea of treating themselves to a more indulgent option.

Lesson: Even in practical markets, luxury positioning can create demand. It’s all about finding the emotional connection that makes the product feel indispensable.

The Common Denominator: Creativity and Adaptation

The examples above demonstrate that selling “ice to the Eskimos” is not a fool’s errand—it’s a creative challenge. In each case, exporters found ways to adapt their product, rethink its purpose, or position it in a way that created value for even the most unlikely customers.

Whether it’s reframing umbrellas as sunshades, sand as construction material, or bottled water as a luxury item, the secret to success lies in understanding your audience and crafting a compelling story around your product.

How to Sell Ice to the Eskimos: A Playbook

If you’re ever tasked with selling something to an audience that seems unlikely to need it, here’s a step-by-step guide:

       1.    Understand the Market’s Real Needs:

Look beyond the surface. What unique challenges or desires does the market have that your product could address in an unexpected way?

       2.    Reframe the Product’s Value:

Ice isn’t just ice—it could be a status symbol, a convenience, or a necessity in a specific context. Shift the narrative to match the audience’s priorities.

       3.    Highlight Quality or Uniqueness:

Even in oversaturated markets, people are willing to pay for something special. Position your product as the best, most innovative, or most exclusive option.

       4.    Tap Into Emotions:

People don’t just buy products—they buy how those products make them feel. Connect emotionally by emphasizing comfort, luxury, or problem-solving.

       5.    Be Willing to Educate:

If your product is unfamiliar or seemingly unnecessary, take the time to show why it’s valuable. Demonstrations, testimonials, and storytelling can help break down resistance.

       6.    Embrace Humor and Creativity:

Don’t shy away from the absurdity of your endeavor. A tongue-in-cheek approach can make your product memorable and endearing.

Conclusion: From Ice to Infinite Possibilities

Selling ice to the Eskimos isn’t just a metaphor—it’s a reminder that no market is truly impossible. With creativity, cultural insight, and a willingness to adapt, even the most unlikely exports can find a home.

So the next time someone says it can’t be done, take inspiration from the ice exporters, sand sellers, and umbrella peddlers of the world. They didn’t just sell a product—they sold a vision, a solution, and sometimes even a dream.