SERVICES
Brand Positioning, Brand Guidelines, Packaging Design, Go-to-Market Strategy, Trade Marketing, B2C Marketing, Sales Support

THE CHALLENGE
Arctic Zero is a premier better for you ice cream that revitalized the category and needed a new fresh look to captivate consumers and drive sales across various retail channels. To effectively communicate this story, we developed a comprehensive go-to-market strategy for both trade and consumer marketing.

BRAVE IDEA
Starting with developing a striking new packaging design, our strategy centered around leveraging trade marketing efforts with key retail partners such as Target, Whole Foods, and Sprouts. By strategically investing in established retailer programs, the initiative aimed to facilitate significant consumer trials, particularly among those seeking healthier ice cream options. Trade Marketing and effective in-store merchandising played crucial roles in enhancing the shopping experience. 

GREAT BUSINESS RESULTS
The launch saw strong support through Target’s Cartwheel program (1,900+ redemptions). Print advertising with a $1 off offer in retailer-owned circulars/magazines (Whole Foods and Sprouts) generated awareness and trial. Organic social media, key influencer partnerships, and in-store shopper marketing elements like window clings and floor decals kept the “buzz” going and extended higher sales. Retail collaborations and couponing boosted traffic and engagement, with Publix stores seeing a 2.8% increase in sales. Positive feedback on the new packaging reinforced the brand’s position as a favorite in the crowded healthier ice cream alternative space.