Do Dibs Instead

Novelty Nightmare - Packaged foods never want to be considered a “novelty” and limited only or special occasions. Dibs ice cream bites were trapped in this limited use consideration set.

Snack Strategy Shift - Our goal was to go all-in on a transition into the $100B snack category. Dibs would need to be repositioned to an everyday snack vs. a special occasion treat. We re-invented our distribution strategy creating smaller size freezers in teen hangout locations where you would not expect to find ice cream; AMC & Regal Theaters, Mall kiosks, Arcades, MLB stadiums.

Cynical Teen Target - We had to target the ultimate mindless snackers…teens. In the past, Moms have been the primary target so this would require a seismic shift in our brand mindset. The challenge was to break boundaries in our messaging with a new brand tone & voice using quirky humor. We had to win over and convince cynical teens that Dibs is a popable, shareable alternative to replace other lame snacks they’ve been mindlessly consuming.

The OG Influencer - This campaign pioneered the earliest wave of Viral Video influencer Strategy by partnering with phenom YouTube sensation “Will It Blend.” (Aka BlendTec). Organically extended the influencer into our social media and digital campaign

Result: Sustained 25% increase in impulse sales YOY