Stan & Lou Rebrands Marble Slab

DALLAS Stan & Lou Advertising breaks a TV campaign today for Marble Slab Creamery introducing the brand’s new positioning, “The one. The only. The original,” replacing “Ice cream just the way you like it.”

Targeting teens and young families, the Houston shop attempts to separate Marble Slab from similar offerings and reaffirm the client’s role in the premium ice cream market, the agency said.

The 30-second spot opens with a mother and son visiting “Wooden Board Creamery,” a fictional Marble Slab competitor. After the owner presents a series of humorous substitutions for Marble Slab’s signature features, it soon becomes apparent there is no substitute.

A voiceover then says, “Nothing compares to Marble Slab Creamery’s super premium ice cream. We make it fresh daily, add your favorite mix-ins and serve it up in a freshly-baked waffle cone.”

“There are a lot of imitators out there and we felt the need to remind our customers who our competitors are imitating and why,” said shop president Lou Congelio.

Running on network and cable stations, the spot will break in markets such as Houston, Dallas, Phoenix, Nashville, Tenn. and Orlando, Fla. The spot will air throughout the summer.

Based in Houston, Marble Slab Creamery has been a client of Stan & Lou for seven years. Media spending is undisclosed.