Dreyer's launches fun outdoor campaign

Hong Kong - Dreyer's has kicked off a JWT conceptualised brand rebuilding campaign aimed at rejuvenating the premium ice cream brand and positioning it as "the brand that encourages consumers to find moments of celebration whenever they can".

The campaign themed "Give ‘em the good stuff" targets ice cream lovers who purchase on impulse particularly young adults and working professionals and to highlight that ice cream is fun as well as that Dreyer's represents rewarding enjoyment for any occasion.

"The overall campaign concept is to remind consumers that you can find moments to celebrate in everyday situations. We used the office environment with the "boss on sick leave" concept as a familiar but relevant way to dramatise how Dreyer's makes the moment more of a party.  What better way to celebrate than with Dreyer's when the boss is away on sick leave!" Grace Chan, account manager for JWT Hong Kong said.  

The campaign, which started last Friday and will run for three weeks, include a JC Decaux Texon bus shelter domination featuring a fridge filled with Dreyer's ice cream at Tsim Sha Tsui and is supported by print ads and outdoor on tram cars and MTR stations.  

"We hope the campaign puts a smile on the face of anyone who sees the campaign and they are reminded of this fun campaign as they reach into any freezer selling ice cream around Hong Kong," Chan added. 

Mindshare handled media buying and planning duties for this campaign.