☰ Sidebar

SXSW 2020

Cast Your Vote

Sign in to vote

#cravetheunexpected: When Art Meets Ice Cream

The global ice cream market is worth $60B per year. How can one ice cream company stand out? By doing the unexpected! When Steve’s Ice Cream set out to reclaim its lost soul, our research revealed a huge opportunity: by NOT fitting into the playing field, Steve’s could carve out a unique and exciting territory that didn’t currently exist. Inspired by the creativity found at the intersection of art and ice cream, research and branding work informed the development of packaging, messaging, flavor profiles and the creation of interactive art exhibits. Steve’s is successfully “scooping” out a new kind of engagement that bridges the gap between creativity, passion and innovation. Since relaunch, sales have jumped 95% and Steve’s Ice Cream is breathing new life into a cluttered category.

Share this idea


  1. How can I uncover the “white space” for my brand in a saturated category and take ownership of that concept with limited dollars?
  2. What can my brand do to "be good/do good/taste good” that feels fresh, exciting and real - and is ownable - without sacrificing the bottom line?
  3. How can I build a bridge between my brand, product and community and encourage my audience to #cravetheunexpected?



Marie Melsheimer, PR Consultant, Measure Protocol

Meta Information:

  • Event: SXSW
  • Format: Presentation
  • Track: Advertising & Brand Experience
  • Level: Intermediate
Show me another idea

Add Comments

comments powered by Disqus

SXSW reserves the right to restrict access to or availability of comments related to PanelPicker proposals that it considers objectionable.