Brand Messaging Strategy
In partnership with Intact Agency
“My whole philosophy with this brand is about living life and indulging in life, the key thing is that whether you go to SoulCycle or eat kale, when it comes to ice cream, eat f*cking ice cream.”
We helped craft this brand’s positioning, branding, and messaging strategy to wake up the stodgy, lifeless, artisanal focused ice-cream category by giving people what they want; bold flavours, bravado, and a great big heaping spoonful of irreverence.
the challengeThe client wanted a clear brand strategy and a strong messaging strategy. They felt like they were starting “all over the place”, in part because they had several brand ideals that, on the surface, could seem to be a little conflicting. (Ultimately, they didn’t have to be!)
We could see that the brand needed a laser focused identity that absolutely dripped personality in all aspects, not only because of the founder’s vision, but their larger-than-life personality and drive. He wanted the brand be a platform for connecting with her customer base in a real and meaningful way that went beyond buying ice cream.
We needed to create a brand that felt timely, timeless, and decidedly edgy. It was time to shake up the boring, artisanal-focused ice-cream category by giving people bold flavors drizzled with irreverence.
They wanted to show the fun, indulgent and “naughty” side of ice cream that didn't feel “traditional” and typical, but playful and enticing. They believe that ice cream is all about unapologetic indulgence—full fat, all the flavor, so the brand had to reflect that.
We needed an identity that attracted interest and started conversations, all while supporting a cause near and dear to their hearts. They have partnered with cancer institutes nationwide, and donate a portion of sales to support the cause—so while the brand is one of an “adult-ish” nature, the company promotes tackling adversity with humor and optimism knowing that “not every day is a sundae” in addition to recognizing the importance of paying it forward.
BRAND Purpose
Why
Vision
Goals
Story
BRAND Positioning
Competitve analysis
Differentiation
Distinctiveness
Brand promise
Benefits
UVP
FOCUSBRAND Personality
Archetype
Brand foundations
Core values
Beliefs
Voice
Tone
BRAND Communication
Taglines/slogan
Word bank/ No-go list/ X-isms
Writing guidelines
Founders Bios
CTA bank
Brand manifesto
AUDIENCE
Audience behaviours
Customer journey
Emotional impact
Awareness strategy
Engagement strategy
SPECIALITIES
Advocacy strategy
Magic moments
A magic moments map will be a go-to guide for surprising and delighting your people in unique and creative ways.
theINSIGHTS
Central to the brand’s mission is to use humor and ice cream to bring smiles to the faces of cancer patients and their families. They partner with cancer institute’s nationwide, and donate to support the cause. This is how they add value and impact the lives of customers, serving a purpose beyond the revenue they generate.
The Rebel/Activist archetype
Purpose
Our inights told us the consumers wanted something different. So many ice cream brands have been around for years, and they have too many flavors that can actually limit consumer choice. Not to mention there are few choices that appeal specifically to adults. In this day and age of “better for you” eating, we saw the opportunity to bring an indulgent product to the market that has higher-quality ingredients, and unique flavors.
Positioning
Differentiation and Distinctiveness
It was clear from the start that the brand would lean into being a “naughty”, indulgent, decadent alternative to most of the products in the market: they are appealing to adults looking for a rich, full fat, full flavor sweet treat. In a world still obsessed with “healthy”, low-calorie, sugar-free options, the brand is embracing the opposite. The distinctiveness of the brand came from a more “adult” look to the brand asset line-up: carefully curated to show off ice cream’s deliciously sensual and sinful side.
Competitors
When it came to bringing the concept to life, despite other large, well-known brands that consumers recognized dominating this sector, it was felt felt that the category was ripe for disruption.
Our insights told us the consumers did want something different. Big brands such as Ben and Jerry’s and Häagen-Dazs have been around for years and serve a huge base of people with no real differentiators… AND they have so many flavors that it can confuse consumer choice. This brand would be niche, with a strong but pared-down flavour offering.
In this day and age of “better for you” eating we saw the opportunity to bring an indulgent product to the market that has more mix-ins, higher quality ingredients, and unique flavors.
You hit the gym.
You keep the red meat in check and work a little quinoa into the rotation. Maybe you’re even the kind of person who counts their steps like an accountant. But what’s it all for? So you can look good in your slim cut jeans? At the end of the day, you’re still human, you’re not a machine. We all have urges, so why deny yourself the raw, unadulterated pleasure of eating a little ice cream every now and again?
And let’s be clear, when we say “ice cream” we mean real ice cream. We’re talking rich, luscious ice cream swimming with decadent mix-ins. The kind of ice cream that makes all that hard work and culinary sacrifice worth it.
We‘ve seen firsthand how our ice cream can bring smiles to people’s faces. Even our advertising can make people start laughing. And we love that.
But our larger "p" in our purpose is to bring smiles to the faces of cancer patients and their families.
We deliver on our mission by being a "nice vice" and supporting cancer patients, doctors, nurses and organizations that care for patients and their families.
We are inspired by those who tackle adversity with humor and optimism, because we know not every day is a sundae.