America’s Favorite Sundae Cone, Nestlé Drumstick, Cools off the Competition with Redesign
Since 1928, eating a Nestlé® Drumstick® sundae cone has been an adventure involving a multitude of senses. From the crunchy sound of the peanuts to the creamy vanilla, and down to the chocolatey nugget, it’s truly “America’s Favorite Sundae Cone.” When competitors, including many private labels, started imitating the lineup and visual brand cues, creating a homogenous sea of blue at shelf, it was time to redesign the entire portfolio.
The brand team at Dreyer’s Grand Ice Cream determined that they needed to refresh the brand, bring its values and personality to life, drive differentiation, and tap into the strong emotional connection consumers have with the brand. They called on creative agency, Chase Design Group, to work with them on this icon in the ice cream category and leader in the $3.6 billion all-family snack category.