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

The latest from Goodby Silverstein & Partners

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