Dairy Queen ad strikes gold with Mary Lou Retton

July 4, 2011

Dairy Queen breaks out the big guns in honor of National Ice Cream Month. Its latest commercial in the "So Good It's RiDQulous" campaign features Olympic gymnast Mary Lou Retton.

In the spot, the DQ manager spokesperson explains that at Dairy Queen "we don't just have piñatas; we have piñatas filled with Mary Lou Retton." He then hits the piñata causing, it to break open and Retton falls out. The featured product in the commercial is the new Triple Chocoholic Blizzard Treat, the July Blizzard of the Month.

"Let's just say there were lots of laughs and a few takes before we nailed it," said Retton. "My performance résumé includes the balance beam, uneven parallel bars, floor exercise, vault and now the piñata."

This marks the first time since the 1970s that a DQ spot features a celebrity. Retton was identified for the spot because she embodies the brand.

"Mary Lou is an iconic Gen Xer and is a great fit with our new tagline and strategy: 'So Good It's RiDQulous,'" said Michael Keller, chief brand officer for American Dairy Queen Corporation. "This advertising campaign is focused on impacting our core guest demographic and conveying to them that at DQ restaurants 'good isn't good enough' and that of course is something Mary Lou has successfully proven time and time again."

Academy Award-nominated Black Swan Cinematographer Matthew Libatique filmed all live action spots.

The series of commercials has resonated well for the chain's customers. A recent study by Ace Metrix, which measures advertising success, found that DQ's series of "RiDQulous" ads have been the most effective in the QSR segment this year.

Check out the latest commercial here.

Topics: Coffee/Bakery/Donut , Food & Beverage , Marketing / Branding / Promotion

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