VML Secures Breyers Ice Cream Account for Strategic and Creative Duties
Here's a Fresh Spin:
Hey Buddy!
VML has scored the Brand Strategy and Creative Account for the legendary ice cream brand, Breyers, in the US. This win came after an internal review by Breyers. Wunderman Thompson New York, which will morph into VML after January 1, 2024, is the lucky agency.
Breyers, established back in 1866 in Philadelphia, is all about keeping it simple and natural. They were the first brand to bust the myth of artificial growth hormones in their dairy.
With Breyers, VML's mission is to give this iconic ice cream brand a cultural significance and connect with a fresh batch of ice cream enthusiasts, according to the brand's declaration.
As Audrey Melofchik, CEO of Wunderman Thompson North America, explained to Adweek, Breyers needs an agency that truly appreciates its rich history, an agency that's in it for the long haul - from hot summer ice cream moments to Thanksgiving's best pie sidekick, and more.
By the way, keep an eye out for Breyers' new campaign, as it's set to be unveiled in the first half of 2024.
Now, we know Breyers has always stood tall with its emphasis on simple, natural ingredients and its long-held American heritage. Agencies like VML and Wunderman Thompson are known for their knack for crafting campaigns that focus on authenticity, trust, and nostalgia - elements that could become the backbone of any Breyers strategy, especially given its commitment to natural sourcing and its timeless appeal. But, the nitty-gritty details of the upcoming campaign, such as its themes, messaging, and channels, haven't been shared just yet.
So, while we know VML and Wunderman Thompson New York are steering Breyers' U.S. brand strategy and creative ship as we speak, the specifics of the strategy are still under wraps for now. Stay posted for updates!
In the pursuit of boosting Breyers' cultural significance, VML's finance department is poised to invest in innovative technology, aiming to capture a younger demographic while maintaining the brand's historic charm. With the imminent unveiling of the new campaign in the first half of 2024, the fusion of traditional business practices with modern technology is anticipated to drive growth for Breyers.
