“We often knock ‘first thoughts’ as being too obvious, but our job isn’t to prove how clever we are, it is to help drive sales,” Seibold said. “Our audience is aware of how overly sensitive our world is nowadays, so this provided a perfect opportunity for a brave brand with a sense of humor to have some fun.”
The move comes as the ice cream category is full to overflowing with large, legacy players, smaller regional startups and everything in between, making it tough to stand out with consumers who are looking for indulgence, according to Bair-Caruso.
The better-for-you segment is also booming, she said, but some products have disappointed consumers on taste and texture, “leading to a lot of skepticism.”
Rebel, which is low-carb and full fat, uses erythritol, monk fruit and chicory root as sweeteners. The flavors have three grams of sugar per pint, with most having one gram, according to Bair-Caruso.
“Don’t Sugarcoat It,” dropping ahead of National Ice Cream Day July 21, may serve as an evergreen concept, running through the summer and beyond with various executions. The campaign launches on connected TV platforms such as Hulu and YouTube; retail media networks via Kroger and Walmart; along with Facebook, Instagram, Pinterest and Spotify.
