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.
Nestlé Ice Cream
Steve Moss, Vice President of Marketing Claudio Garcia, Marketing Director
Mary Beth Rymers
J. Walter Thompson
Future Brand Coleman