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breyers cookie coverage
role: art director
agency: edelman new york
client: unilever ice cream
date: june 2021
category: OLV, packaging, print, microsite, website
tldr: breyers is adding more cookie per ice cream container capita in their updated
cookies ‘n cream recipe. using national insurance awareness day on june 28th,
let’s make sure you’re covered.
challenge: breyers cookies & cream had a cookie piece shortage, causing social media uproar from fans. Breyers relaunches their Cookies & Cream flavor to add 20% more cookie pieces. the fix was real, but there’s a need to get fans to try it and believe it.
idea: try the new cookies & cream flavor risk-free.
breyers cookie coverage
After adding 20% more cookie pieces, we decided to give cookies & cream an insurance policy on National Insurance Awareness Day. If they’re not satisfied with the cookie-to-cream ratio, we can ensure they’re covered under our policy. (Of course, with help from our “spokesanimal”, Cookie the Cow.)
mailer: packaging, collateral cards, certificate
vice president, creative director: conor hogan + eden lewis
cw: rocio santiago
ad: kalana white
ad week // pr newswire // pr week // mashed // pennlive