News

DQ's 'Box of Happy' campaign focuses on millennial parents' summer needs

May 23, 2019

DQ is reaching out to parents of young kids facing hot summer days. The brand has launched what it says is a first of its kind "experience-centric subscription box" filled with hands-on activities for the months ahead, according to a news release. Customers may sign up at DQBoxofHappy.com to receive a box each month from June to August for $45.

"Although subscription boxes are hugely popular, today's families are seeking unique experiences instead of more stuff," American Dairy Queen Executive Vice President of Marketing Maria Hokanson, said in the release. "DQ is taking a fresh approach with Box of Happy, inspiring parents and kids alike to make the most out of every moment of summer."

The boxes, created in partnership with the Coca-Cola Company, feature: 

• June's Camp-In Box has a a built-in, faux, non-flammable campfire that works with a smartphone to create a warm glow and crackling fire sounds, as well as a shadow puppet storybook, two flashlights and a $10 DQ gift card for the June Blizzard of the Month.
• July's Water Park Box include water games and challenge,s a waterproof box that opens to reveal a built-in, twisting sprinkler, a Splashdown activity booklet and a $10 DQ gift card for the July Blizzard of the Month
• August's Road Trip Box contains a built-in smartphone camcorder case to record family trips along with a "Memory Maker" card with prompts of items to capture and a $10 DQ gift card for the August Blizzard of the Month.

Although Box of Happy shipments are limited in number, each kit will be available to the public during the first week of each month, according to the release.