Dairy Queen:
HAPPY TASTES GOOD

How does one of America’s most beloved brands position itself in a category (and culture) full of negativity? The team at Barkley landed on a simple answer: Happy Tastes Good. This gave us permission to “happy” the newsfeeds and the airwaves with feel good content that was uniquely DQ in a time when we needed it the most.

TV / Social

Role: Associate Creative Director / AD / Blizzard Taste Tester

tv

Created several spots to establish Dairy Queen’s new “Happy Tastes Good” positioning. Here are some of my faves:

DQ SPOON-A-PULT

DQ came to us with a new Sour Patch Kids Blizzard. How did we launch it? By actually launching the Kids into Blizzards with DQ’s iconic red spoon (Duh). Introducing the DQ Spoon-A-Pult.

The game ran natively within Instagram, and leveraged the phone’s accelerometer to create an immersive Sour Patch Kids Flingin’ Good Time™. We promoted it with a social campaign and fans “spooned” it up, sharing their Spoon-A-Pult scores to their feeds in crazy high numbers.

We even “hacked” the UI of Twitter with a GIF, to make it look
like the Sour Patch Kids had broken into our fans’ feeds.

DQ summer safari

This year’s new Summer Blizzard Menu had an exciting new addition: Frosted Animal Cookies. So in the spirit of all things new, we decided to launch it with Instagram’s new Effects feature. Fans who were stuck at home on lockdown were able to go on a virtual Summer Safari, choosing between a wide range of Frosted Animal Cookie habitats. The social campaign also played out over Stories, where fans could “tap to follow” a Frosted Animal Cookie stampede all the way to DQ.