Pevely Dairy
Advertising & Marketing Solution:
Emphasizing a difference and using it as a brand strength.
Finding a meaningful differentiator among store-bought ice cream brands can be a challenging exercise, but our research determined that the fresh milk used in Pevely’s Finest ice cream (rather than the powdered milk used by other manufacturers) could translate into a market share increase. Then the challenge became turning that differentiator into a memorable spot that motivated the public to switch brands. We succeeded. Based on this television spot, along with print, radio and FSIs, market share for Pevely’s Finest rose from 2% to 6% in about 180 days and stayed at that level for the next year with little additional marketing support.
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