BACKGROUND

Breyers CarbSmart is a better-for-you dessert with fewer carbs and calories per serving than traditional ice cream.

PROBLEM

Breyers CarbSmart was designed to fit into the lower carb, lower sugar, and lower calorie lifestyles of their target audience, health-conscious Americans, 55+. However, many in that audience don’t feel that any indulgence can fit into their diet, instead believing that the key to aging well is avoiding desserts altogether.

INSIGHT

When it comes to aging well, what matters is how young you feel, not how young you look.

While our target audience has a deeply-ingrained fear of aging, there’s a catch to their worry. It's been shown that holding negative attitudes and stress around aging can actually shave 7.5 years off of people’s lives!

IDEA

We repositioned Breyers CarbSmart as an “anti-aging cream,” creating a tongue-in-cheek faux beauty campaign that actually had a serious message behind it: if you embrace life’s simple pleasures you will remain healthier over time.

We launched by turning to popular tropes of modern beauty campaigns: celebrity spokesperson, OOH billboards, earned media roundups, and product seeding.

For our celebrity spokesperson, we enlisted 76-years-young Broadway icon Bernadette Peters to reprise her memorable early 1990s role as Breyers’ advertising star.

In true beauty campaign fashion we launched our “Anti-Aging Cream” with a massive, three-sided Times Square billboard—perfectly positioned outside the Broadway tickets area to reach Bernadette Peters’ fanbase and near the Times Square Sephora.

TAKING LGBTQ+ BROADWAY TWITTER BY STORM

We timed our launch to the early-June unofficial start of “ice cream season,” helping us win big with an additional demographic. Our celebrity talent, Bernadette Peters is hugely popular with LGBTQ+ Broadway fans, who enthusiastically took to X (Twitter) to welcome our campaign as a Pride month celebration.