Breyers asked for a new brand purpose and a campaign. We delivered two: Original Classics and Sweet Moments, Sweeter Memories.
Role: Art Direction, Powerpoint Design
Client: Breyers
Agency: DDB New York
Timeline: 1 week
AD: Jessica Nguyen & Lynn Seah
Original Classics
People are faced with decision after decision, and it can be overwhelming. Through all the stress, Breyers is the one thing they don’t have to worry about. Breyers Vanilla is the tub that everyone can share because it’s a classic base flavor everyone can make original.
CLASSICS, CUSTOMIZED | BRAND PARTNERSHIP
Breyers can partner with Adidas Originals to create a limited edition of the classic Adidas Superstar.
The shoe will have a base that mimics our iconic vanilla bean specks, and consumers can customize each stripe with toppings of their choice.
This will bring together shoe lovers of all ages and allow mix & match customization for a classic shoe that everyone can bring their unique tastes to.
VANILLA YOUR WAY | EXPERIENTIAL ACTIVATION
A classic ice cream truck with a twist. Instead of offering different ice cream flavours, our Breyers trucks would serve only natural vanilla ice cream, but offer every topping imaginable, from peanut butter to pickles.
We’ll bring people together by showing that Breyers’ classic vanilla is the base that everyone can agree on, whether you like to keep it simple, or go crazy with your toppings.
SIGNATURE SCENTS | PRODUCT INNOVATION
Perfume layering has become more popular in recent years. Breyers can create pure scents inspired by our classic Vanilla flavors to act as a base for consumers to individually layer other scents on top of.
Scents also vary in smell on every person and our classic fragrance will adapt to materialise as original scents for everybody’s skin.
TOP YOUR TEES | INFLUENCER + BRAND PARTNERSHIP
A classic American trend, family moments are more fun with matching shirts.
We partner with Crazy Shirts to make vanilla-scented, bean-specked shirts for different family members to customize with toppings of their choices.
Breyers can partner with influencer moms and families like The Herberts to launch and promote this.
Sweet Moments, Sweeter Memories
Life is constantly changing, but through all the stress and craziness, consumers find joy in the simple moments.
Breyers is a constant part of life, present in the moments big and small. These sweet moments bring people together now, and the same moments can be passed down for future generations.
BREYERS CITY BREAKS | BRAND EXPERIENCE
There’s always something to do, somewhere to be, and not enough time in the day.
Since many special moments are created over ice cream, this nostalgic soundproof diner-inspired booth allows people to slow down amidst their busy day to spend 20 minutes of quality time with whoever they want over some Breyers ice cream.
In a busy area, these booths block out the noise of the hustle and bustle of life around consumers, and the menus include conversation starters to enhance their time together.
GIRL SCOUTS | BRAND ACTIVISM
Breyers can expand its existing relationship with the Girl Scouts to bring together communities across generations.
40% of seniors regularly experience loneliness. Breyers will sponsor ice cream socials for Girl Scouts at retirement homes to create moments and spur connection between the younger generation and elderly.
A fun patch sponsored by Breyers will be given when they complete a certain amount of community service hours with the elderly.
CRAVING CODES | DIGITAL + BRAND PARTNERSHIP
Seeing images of food on screen makes us hungry. Breyers can target audiences on Hulu by creating sponsored ads timed with scenes involving ice cream.
Audiences will get a pop-up providing them with a coupon code to get Breyers delivered with Instacart, a popular app amongst millennial moms, to curb their cravings and share it with their family!
