CLIENT
Dreyer's
Tyler Johnston, EVP- Marketing
Chris Deyo, VP- Mktg. & Business Development Premium Brands
Beth Chan, Sr. Mktg. Manager- Better For You
Yulanda Young, Mktg. Manager- Better For You
AGENCY
Goodby, Silverstein & Partners *Lead Agency
Leslie Kennedy, Planning Dir.
Peter Stabler, Dir. of Media
Jeff Goodby, Co-Chairman- Creative Dir.
Al Kelly, Associate Creative Dir.
Steve Mapp, Art Dir.
Laura Puddicombe, Account Dir.
SUMMARY
The "Unbelievable" campaign used a non-traditional "spy-like-thriller" creative approach to convince cynical consumers that their Dreyer's Grand Light Ice Cream really does taste just like regular. Although people have heard this statement hundreds of times before for other light products, the "Unbelievable" campaign delivered the message in a new way that people actually heard. Sales of Grand Light beat the company's steep expectations by a landslide and sales of the Classic product experienced a "halo" lift in sales from the advertising - which was particularly "unbelievable" given that the classic/regular ice cream category experienced an overall decline within the same time period.
