Re-inventing the Ice Cream Experience!
Salt & Straw's taste provoking flavors are only one of the million reasons Dwayne Johnson personally loves this brand, which is why he
has an ownership stake in the company!
Dwanta Claus is Coming to Town!
Dwayne's alter holiday ego--Dwanta Claus--is the perfect entry point to exploit holiday boozy ice cream, an arena that allows cross-pollination with Teremana Tequila, another brand in DJ's portfolio. I spearheaded development of this taste adventure program, DJ's support of limited edition 'Naughty, Nice & Spiked' flavors and collaborated synergistically with Teremana's executive leadership to build out an impactful program relevant to sales, branding and PR goals for both brands.
Dwanta Claus “Naughty, Nice & Spiked” five-pack pints launched on Black Friday:
Dwanta’s Teremana Spiked Eggnog
Classic Double Fold Vanilla
Chocolate Gooey Brownie
“Naughty & Nice” duo, I Saw Mommy Kissing Dwanta Claus (chocolate chip cookie dough and milk chocolate caramel fudge swirled into a decadent whiskey ice cream base) and The Rock'n Around the Christmas Tree (a spruce ice cream filled with gooey frosted brownies, raspberry jam, and red and green glacé cherries).
Dwanta’s Teremana Spiked Eggnog could be purchased in shop and online for nationwide shipping as part of a five-pint holiday pack, priced at $65. Included with the special-edition ice cream were exclusive Teremana cocktail recipes to pair with the special-edition ice cream via a special holiday note from Dwanta.
Through December 31st, $1 from every pint of the spiked eggnog flavor sold at scoop shops and online through the holiday pack benefitted World Central Kitchen’s Restaurants for the People initiative, which supports restaurants by paying them to cook meals for food-insecure people.
For 2021 Dwanta Holiday packs, I identified opportunity to bring more brand awareness by tapping the brand equity of Teremana on this year's pint packaging. Additionally, instigating purchase by including 'Limited Edition' as well as by identifying this is one of Dwayne Johnson's brands via a playful Dwanta emoji!
2000 Dwanta Naughty & Nice Packs sold out in 7 days (retailed for $65 per pack!)
1550 Spiked Eggnog in December Monthly Pack (exceeding sales forecast by 38%!)
2210 Teremana Spiked Eggnog in Pick Your Own Pints Packs
10,800 pints in scoop shops (*This sales figure is particularly impressive given reduction in foot traffic due to COVID restrictions!)
World Central Kitchen Donation
Salt & Straw donated $20K matched by Teremana = $40K Donation!