The present ranking is as much due to the consistency of this campaign as it is due to the widening reach of the advertising.
Dreyer's is a California-based regional brand that has been around since 1928. More than 15 years ago, Dreyer's Grand Ice Cream decided to expand, but there was a hurdle in a national brand called Breyers. To avoid the confusion, the two brands agreed that Dreyer's wouldn't be marketed outside its home region under that name-thus was born the Edy's brand. The brands now cover three-fourths of the U.S., with Edy's used in two-thirds of the country.
Both brands share the same advertising developed by Goldberg Moser O'Neill, San Francisco. The strategy has been to capture the emotion associated with ice cream craving and the anticipation of it through memorable, emphatic demonstrations of people's passion for the treat. The target audience is working, educated women, ages 25 to 54, who are moderate and heavy users of premium ice cream. The key message is that Dreyer's makes ice cream that you can get ridiculously passionate about.
Every year, the campaign produces two to three spots, but to keep the viewers involved, the new commercials are run in rotation with the older ones.
"Evidently it's not your normal ice cream" has provided consistent sales results since its launch. For the latest annual figures available, the markets with advertising showed three times greater improvement in sales compared with the markets without advertising.
Retention of the Dreyer's/Edy's campaign is primarily in terms of the characters featured in the commercials and the lengths to which they go to get their ice cream (situations).
Mr. Vadehra is president of Video Storyboard Tests. If you have any consumer research about advertising and are willing to share it with the readers of this column, fax a summary to (212) 689-0201.
OF THOSE WHO CONSIDERED DREYER'S A MOST OUTSTANDING COMMERCIAL, PERCENT WHO:
Retained sales messages:
Variety of tastes12%
Source: Video Storyboard Tests