Since Dairy Queen launched the Blizzards they've claimed to be the creamiest ice cream. To prove it, Dairy Queen created a ritual in-store: serving Blizzards upside down promising a … read morespill-free experience or the customer doesn't pay! Three decades later, this marketing trick became predictable. Even though the Blizzard has introduced new flavors and mixes, the brand needed an original experience that reconnected with its core value: creaminess. The Idea: If every Blizzard must be served upside down, then why not build a entire store upside down. P4 Ogilvy & Mather constructed a Dairy Queen stand completely upside down. The structure was built from the ceiling down (rather than from the ground up). A professional acrobat was hired to be suspended from the ceiling and posed as a Dairy Queen employee handing out Blizzards. We positioned the stand in one of the main local malls on a day with high foot-traffic.
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