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All the Fun Bits
This Dreyer's Rocky Road Collection campaign aims to celebrate all the extra people out there.
The "triple-scoop with caramel drizzle, sprinkles, and a waffle cone" kind of people.
New buyer:
By introducing the brand with a niche line that might not be available with their current go-to they’re more likely to return
exclusivity, curiosity, novelty
Returning buyer:
Promoting a signature line such as Drey’s Rocky Road Collection incentivizes already existing customers to try flavors that they weren’t aware was an option.
loyalty, familiarity, novelty
The Problem:
An oversaturated market leads to a high amount of competitors with their own flavors to offer that compete directly with the base flavors.
The Solution:
Dreyer’s has a recognizable presence and is affordable, making it more likely to make new impressions organically.
Insights
Deliverables
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