Introduction
Breyers Ice Cream has chosen VML as its agency of record (AOR) for brand strategy and creative in the United States, marking a victory for the soon-to-be rebranded Wunderman Thompson New York. The collaboration seeks to create a marketing plan that will strengthen Breyers’ current relevance and appeal to a fresh generation of ice cream aficionados. This partnership aims to leverage innovative marketing techniques and compelling storytelling to showcase Breyers’ long-standing legacy of quality and taste. As they work together, VML and Breyers hope to reinvigorate the brand’s image, tapping into new demographics and driving consumer engagement.
Breyers’ commitment to quality
The legacy brand, established in 1866, is renowned for its simple ingredients and dedication to utilizing only natural sources, making it the first prominent brand to pledge against using dairy containing artificial growth hormones. This commitment to prioritizing natural, high-quality ingredients has garnered the brand a loyal customer base that values ethically-sourced and environmentally-friendly options. Furthermore, by taking a stand against artificial growth hormones in dairy, the company encourages other brands within the industry to follow suit and make strides toward a more sustainable, healthier future for consumers.
Strengthening the partnership
Audrey Melofchik, CEO of Wunderman Thompson North America, highlighted the significance of having an agency partner that both appreciates Breyers’ extensive history and supports the brand throughout the year, from “unforgettable summer ice cream experiences to being the finest companion to Thanksgiving pies and beyond.” She emphasized that this collaboration would not only strengthen Breyers’ market presence but also help in delivering delightful and memorable moments for customers to cherish. With such a partnership, both companies aim to elevate the brand’s position while creating innovative and engaging marketing campaigns tailored to each season, showcasing Breyers’ versatility and appeal in various settings.
Upcoming creative campaigns
VML’s latest creative efforts are anticipated to debut in the first half of 2024. These innovative campaigns are expected to showcase the company’s cutting-edge marketing strategies and drive significant engagement among target audiences. This highly awaited release is set to solidify VML as a key player in the evolving landscape of advertising and digital media.
Enthusiasm for the collaboration
Shane Kolpon, Unilever’s senior brand manager, shared his enthusiasm regarding the partnership with VML. He stated that the thrilling aspect of this collaboration is the opportunity to remind ice cream enthusiasts about what sets Breyers apart, drawing from its 160-year tradition of high-quality ingredients. Kolpon believes that by working together, Unilever and VML can create innovative campaigns and initiatives that will effectively communicate Breyers’ commitment to providing the finest ice cream experience to its consumers. Additionally, the partnership aims to further enhance brand awareness and loyalty among ice cream aficionados while staying true to Breyers’ long-standing heritage and core values.
Staying competitive in the market
In the highly competitive retail ice cream market, Breyers is determined to preserve its leading position. To achieve this, the company is continually innovating and expanding its product line, offering an array of tantalizing flavors that cater to diverse consumer tastes. Additionally, Breyers is committed to sourcing high-quality, natural ingredients for an unparalleled taste experience, ensuring consumer satisfaction and loyalty.
Targeting older millennials
With a fourth-place ranking among U.S. ice cream brands in total sales in 2022, Breyers aspires to develop a campaign that resonates with older millennials, highlighting its pure ingredients, sustainability initiatives, and memorable nostalgic brand identity. To achieve this goal, Breyers plans to collaborate with popular influencers and develop targeted social media campaigns that showcase its commitment to quality and eco-friendly practices. Additionally, the brand aims to bring back iconic packaging designs and introduce limited-edition flavors that evoke the cherished memories and tastes of the older millennial generation.
First Reported on: adweek.com
Frequently Asked Questions (FAQ)
What is the main goal of the partnership between Breyers Ice Cream and VML?
The main goal of the partnership is to create a marketing plan that will strengthen Breyers’ current relevance and appeal to a new generation of ice cream aficionados, leveraging innovative marketing techniques and compelling storytelling to showcase Breyers’ long-standing legacy of quality and taste.
What sets Breyers apart from other ice cream brands?
Breyers is renowned for its simple ingredients, dedication to using only natural sources, and being the first prominent brand to pledge against using dairy containing artificial growth hormones. This demonstrates the brand’s commitment to prioritizing natural, high-quality ingredients, ethical sourcing, and environmentally-friendly options.
When can we expect to see the new creative campaigns from VML for Breyers Ice Cream?
VML’s latest creative efforts for Breyers Ice Cream are anticipated to debut in the first half of 2024.
How does Breyers plan to target older millennials in their marketing campaigns?
Breyers plans to collaborate with popular influencers and develop targeted social media campaigns that highlight its pure ingredients, sustainability initiatives, and nostalgic brand identity. The brand will also bring back iconic packaging designs and introduce limited-edition flavors to evoke cherished memories and tastes for the older millennial generation.
How is Breyers staying competitive in the retail ice cream market?
Breyers continually innovates and expands its product line, offering a wide array of flavors that cater to diverse consumer tastes. The company is also committed to sourcing high-quality, natural ingredients for an unparalleled taste experience, ensuring consumer satisfaction and loyalty.
