Dreyer's has long been a steady presence in your neighborhood supermarket's ice cream aisle, but a new campaign from Goodby Silverstein & Partners aims to reintroduce this classic brand of sweets to the public at large with a very simple message: Togetherness.
That also happens to be the title of the anthem spot launching today from GS&P, which has been working on the account for nearly a decade.
"We had a brief hiatus in terms of consumer messaging on [Dreyer's]," said Jason Merideth, brand manager of Dreyer's/Edy's at parent company Nestlé USA. "We had time to really shape the core message… focusing on real moments and real families."
The 90-second spot, which will air on various social platforms starting today, focuses on intimate moments shared by a varied set of families all set to a cover of Cyndi Lauper's "True Colors" by Norwegian singer Ane Brun.
The key insight spurring this campaign came from consumer research: 82 percent of Americans polled said they "crave more time to play and be with friends and family," with more than a third noting that they included such wishes in their own 2016 resolutions.
To put that sentiment to film, GS&P and Dreyer's turned to director Johnny Green of David Fincher's production company Reset. Most of the characters who appear in the campaign are not actors.
"One of the things I'm most proud about is that we were able to use lots of real families," Merideth told Adweek. "It helps show the true feeling of warmth and closeness that you only get when you're with people for whom you feel a deep emotional connection." He added, "They were just really excited to eat ice cream with family while sitting on a picnic bench or having a pool party. They would really forget there was even a camera there."
GS&P creative director Samuel Luchini said, "Dreyer's was founded when an ice cream maker and a candy maker came together in 1928. Togetherness is in their DNA and is what has driven the brand for almost 90 years." Fellow creative director Roger Baran added, "Gathering together with family and friends has always been an important part of our lives. Dreyer's has played a key role in making these moments even sweeter."
Merideth said, "You can see [this sentiment] in the 90-second spot when, during the close-up of the cake, you notice that birthday is actually spelled incorrectly. When you're in the hustle and bustle of last-minute surprise parties, sometimes the candles aren't all in the right place–but that can make the moment even richer and more special."
Agency: Goodby Silverstein & Partners
Title of Creative Work: Togetherness
Nestlé Dreyer's Brand Account Team
VP, Marketing: Kim Peddle-Rguem
Director, Marketing: Jessica Vasisht
Brand Manager: Jason Merideth
Associate Brand Manager: Aasha Barot
Co-Chairmen: Rich Silverstein
Creative Director: Sam Luchini
Creative Director: Roger Baran
Associate Creative Director: Tristan Graham
Art Director: Sam Luchini
Copywriter: Roger Baran, Tristan Graham
Designer: Todd King
Director of Broadcast Production: Tod Puckett
Senior Broadcast Producer: Conor Duignan
Broadcast Producer: Molly Troy
Managing Partner: Robert Riccardi
Account Director: Erin Fromherz
Account Manager: Kaitlin Giannetti
Account Manager: Lindsay Agosta
Assistant Account Manager: Leah Tichansky
Brand and Communication Strategy
Director of Brand Strategy: Bonnie Wan
Director of Communications: Meredith Vellines
Brand Strategist: Gabriella Svensk
Business Affairs Manager: Jane Regan
Company name: Reset
Director: Johnny Green
Director of Photography: Jeremy Rouse
Producer: Aris McGarry
Executive Producer: Jeff McDougall
Company name: Cartel
Editor: Kyle Valenta
Assistant Editor: Micah Chase
Senior Producer: Meagen Carroll
Managing Partner: Marc Altshuler
Company Name: Electric Theatre Collective
Flame: John Price
Colorist: Aubrey Woodiwiss
Producer: Kate Hitchings
End Treatment Graphics
Company Name: Elevel
Director of Elevel: Pj Koll
Creative Director: Mike Landry
Animator: Anthony Enos
Animator: Luke Davisson
Sound Design and Music
Music: "True Colors" By Ane Brun
Music Supervisor: Todd Porter
Sound Design: Lime Studios
Sound Designer: Joel Waters
Company name: Lime Studios
Mixer: Joel Waters
Assistant Mixer: Stephen Fredericks
Executive Producer: Susie Boyajan