Breyers
Breyers asked for a new brand purpose and a campaign for our intern project.
We delivered two: Original Classics and Sweet Moments, Sweeter Memories.
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.
Role
Art Director
Agency
DDB New York
Timeline
1 week
Team
Jessica Nguyen
Lynn Seah
Original Classics
BRAND PARTNERSHIP |
ADIDAS X BREYERS
A classic meets a classic. Breyers can partner with Adidas Originals to create a limited edition of the classic Adidas Superstar.
EXPERIENTIAL ACTIVATION |
VANILLA YOUR WAY
A classic ice cream truck with a twist. Breyers trucks would serve only natural vanilla ice cream, but offer every topping imaginable, from peanut butter to pickles.
Breyers’ classic vanilla is the base that everyone can agree on, whether you like to keep it simple, or go crazy with your toppings.
PRODUCT INNOVATION | SIGNATURE SCENTS
Perfume layering has become more popular in recent years. Breyers can create pure scents inspired by their classic Vanilla flavors to act as a base for consumers to individually layer other scents on top of.
INFLUENCER + BRAND PARTNERSHIP |
TOP YOUR TEES
Is it really a family vacation if there are no matching shirts?
Partnering with Crazy Shirts to make vanilla-scented, bean-specked shirts for different family members to customize with toppings of their choices.
Influencer moms and families like The Herberts can launch and promote this.
Sweet Moments, Sweeter Memories
BRAND EXPERIENCE |
BREYERS CITY BREAKS
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.
BRAND ACTIVISM | GIRL SCOUTS
Breyers can expand its existing relationship with the Girl Scouts to bring together communities across generations.
Breyers will sponsor ice cream socials for Girl Scouts at retirement homes to create moments 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.
DIGITAL + BRAND PARTNERSHIP |
CRAVING CODES
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.
