LegenDAIRY (Integrated Marketing Strategy Project)

LegenDAIRY was a project in my advertising class where I had the opportunity to experience an integrated marketing strategy. The assignment required me to not only invent a brand-new ice cream label but also develop a marketing campaign that spanned across diverse channels like digital platforms, print media, and merchandise.

BACKGROUND

For this campaign, I was tasked with introducing and crafting a new premium ice cream pint that involves a compelling strategy that highlights the brand's unique attributes in contrast to other boutique ice cream options. This will involve narrating the brand's journey, showcasing its array of flavors, and capturing the essence of its distinct identity.

mandatories

Expected from this project:

● All advertisements must be grounded in a strong research insight
that is used to inform the big idea.

● Each ad must include:
○ (1) a headline
○ (2) the Product Packaging
○ (3) body copy or a sub-heading,
○ (4) a sign-off or CTA
● All ads must be submitted digitally as a rectangle flat artwork AND
placed in a mock-up example.
○ One (1) IG Stories Ad (Digital). Final creative must be presented flat and
presented on-screen for the critique.
■ Size: 9:16 static or motion
■ Must include a strong headline
■ Must include a CTA swipe up
○ One (1) Billboard (OOH). Final creative must be presented flat and in a
printed mock-up for the critique.
■ Size: varies depending on design
■ Must include a strong headline
■ Must include a website or social CTA
■ Brand logo
○ Two (2) Swag Items - ex. tote bag, buttons, hoodie, etc (Print). Final
creative must be presented flat and in a printed mock-up for the critique.
■ Size: varies depending on design
■ Must include a strong headline
■ Brand logo

Brand/Product/Service

From my ice cream brand, I aimed to take a distinctive approach that would set me apart from the competition. I noticed that unlike cereal brands like 'Lucky Charms' or 'Trix' which feature mascots and prizes, ice cream brands often lack such elements. To bridge this gap and capture both kids and adults as my audience, I envisioned an ice cream brand that not only boasted exceptional quality but also integrated captivating collectibles and adorable characters, each with their own unique personality. My goal was to create an emotional connection between consumers and these characters, inspiring them to choose my brand. Additionally, by offering the incentive of potential prizes, I sought to further entice people to embrace this concept.

PROCESS WORK

Final Campaign Creative

Enamel pins

Enamel pins with packaging

Billboard

Mockup of the billboard

↑Back to Top