Nestlé Reintroduces Dreyer's Ice Cream to the World With Campaign Featuring Real-Life Families

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." CREDITS 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 Creative 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 Production Director of Broadcast Production: Tod Puckett Senior Broadcast Producer: Conor Duignan Broadcast Producer: Molly Troy Account Services 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 Business Affairs Manager: Jane Regan Production Company Company name: Reset Director: Johnny Green Director of Photography: Jeremy Rouse Producer: Aris McGarry Executive Producer: Jeff McDougall Editorial Company Company name: Cartel Editor: Kyle Valenta Assistant Editor: Micah Chase Senior Producer: Meagen Carroll Managing Partner: Marc Altshuler Finishing 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 Mix Company name: Lime Studios Mixer: Joel Waters Assistant Mixer: Stephen Fredericks Executive Producer: Susie Boyajan

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Nestlé Reintroduces Dreyer's Ice Cream to the World With Campaign Featuring Real-Life Families

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