DREYER'S TO UP SPENDING BEHIND LOW-FAT ICE CREAM

Marketer to Tout New Flavor-Improving Technology

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NEW YORK (AdAge.com) -- Dreyer's Grand Ice Cream will put its largest-ever marketing outlay against the launch this May of what it calls a new, better-tasting formula for its low-fat ice cream brands.

Print, radio and national TV advertising,

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from Omnicom Group's Goodby, Silverstein & Partners, will focus on a new "slow-churned" technology that Dreyer's has developed to improve the flavor profile of the lower-fat varieties and make them "unbelievably rich and creamy."

Spending on the campaign was not disclosed. Messages left with Dreyer's were not returned by press time.

Dreyer's, which combined with Nestle's ice cream division last June, spent $4.3 million in measured media from January through October of last year, according to TNS Media Intelligence/CMR. the marketer spent only $1.5 million on the brand in 2002.

Goodby won the account in a shootout with WPP Group's J. Walter Thompson, Chicago, the incumbent.

According to a Dreyer's statement, the light ice cream category has seen flat-to-declining sales in recent years due to consumer complaints about the taste of low-fat varieties vs. their full-fat counterparts.

The ad campaign, for Dreyer's and Edy's Grand Light, will look to reverse that perceptions; in-store promotions, newspaper inserts, sampling and public relations will aid in the effort.

Oakland, Calif.-based Dreyer's, with 2002 sales of $1.3 billion, sells premium ice cream and frozen dairy desserts under the Dreyer's name in 14 Western states and under the Edy's label east of the Rockies.

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