We first worked with the Nestlé Ice Cream Company in developing a Brand Strategy for its flagship brand, Drumstick. Our role was to guide the new management and agency team in defining the Drumstick Brand Essence. This led to a compelling and distinct Brand Promise, and ultimately to new advertising, that resulted in significant marketplace growth.

Our next engagement was to develop a Brand Strategy that would create Nestlé Ice Cream as a mega-brand in the U.S. to drive growth across Drumstick, Crunch, Push Up, and other product brands. We worked with a broader team that included management in the U.S. and Switzerland, as well as three agencies: J. Walter Thompson, Ryan Partnership, and Future Brand Coleman. The result was the Future Brand Essence and a compelling, believable and distinct Brand Promise for Nestlé Ice Cream, as well as direction for building the mega-brand through focused marketing activity.

Engaged with:

Nestlé Ice Cream
Steve Moss, Vice President of Marketing
Claudio Garcia, Marketing Director
Dan Cignarella
Christy Scott
James Scott
Kelly Atkins
Vera Munn
Ann Stanley
Nancy Solovey
Heidi Mercier
Scott Rosenberg
Ken Conerly
Tom Moore
Mary Beth Rymers

J. Walter Thompson
Rahul Roy
Mario Marsicano
Cathy Mass
Jeff York
Doug Kamp

Ryan Partnership
Kevin Chianta
Alicia Kennedy
Steve Welker
Tom Libonte

Future Brand Coleman
Harvey Hunerberg