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#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.

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Takeaways

  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?

Speakers

Organizer

Marie Melsheimer, PR Consultant, Measure Protocol

Meta Information:

  • Event: SXSW
  • Format: Presentation
  • Track: Advertising & Brand Experience
  • Level: Intermediate
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