Dairy Queen launches new national ad campaign

April 6, 2012

Dairy Queen has rolled out a new national television advertising campaign this month that depicts everyday people in real life situations, but with a "riDQulous" twist.

The campaign builds on the momentum of last year's "So Good It's RiDQulous" brand platform and kicked off this month with the first of five new live-action spots created by Grey New York.

The initial commercial opens with a businessman who clones himself so that while he is enjoying the Chicken Strip Basket at a Dairy Queen restaurant, his clone can continue working at the office. But he discovers that his clone also has cloned himself a few more times and all of them have arrived at the DQ restaurant for lunch, too.

"The Dairy Queen brand is the difference between good and unbelievable and that comes across in a big way in our commercials," said Barry Westrum, executive vice president of Marketing at American Dairy Queen Corporation (ADQ). "The Dairy Queen brand is fun and a special place in the community for sharing smiles and stories with family and friends."

The spot that airs in May promoting the new Confetti Cake Blizzard Treat (available in May) opens with the camera panning across a Little League baseball team sitting in a booth at a Dairy Queen restaurant. They are celebrating their championship win, passing around the trophy and enjoying Confetti Cake Blizzard Treats. The camera then pans to the next booth where a team of grizzly bears is also enjoying Confetti Cake Blizzard Treats. In a humorous twist, instead of raising a trophy in their victory celebration, the bears are hoisting a park ranger.

"When it comes to summer in America, there are few brands as iconic as the DQ system," said Tor Myhren, president and chief creative officer of Grey New York. "Let's face it, they have the best soft serve and treats on the planet. As the tagline says, 'So Good, It's RiDQulous.'"

The June ad will focus on the chain's new Sweet Apple BBQ GrillBurger to be rolled out that month. It includes a couple who found each other through an online dating service and meeting for the first time at a Dairy Queen restaurant. He is not at all what she expected from his profile and she shares her inner thoughts in a comical musical parody with the audience, but not with him.

The national television ad campaign runs through September.

Check out the first ad in the new series below:

Read more about marketing and branding.

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

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