Dreyer’s
- Carb-conscious consumers were denying themselves ice cream in order to reduce their carb intake, so Dreyer’ developed a low-carb recipe to appeal to this growing segment. However, the notion of “diet ice cream” lacked credibility, so we needed to find a way to say diet without saying… diet. Our solution was to create a “fitness ice cream” targeted at a healthy lifestyle, presenting consumers with a guilt-free indulgence.
STRATEGIC POSITIONING, PACKAGING DESIGN, FLAVOR EXTENSIONS, PRINT ENGINEERING - Speaking of diet, Dreyer’s Grand Light was the original low-calorie ice cream. The very notion, of course, creates the assumption that the flavor has been compromised. In this case, surprisingly, the slow-churn process created a rich and creamy taste with about half the calories. Our assignment here was to underscore the rich taste profile and test the “slow churned” concept that eventually became the low-calorie line.
PACKAGING DESIGN, FLAVOR EXTENSIONS, PRINT ENGINEERING