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PSYCHOLOGICAL INSIGHT

Variety and novelty excite frozen treat category heavy users. By reinventing brand and promotions, we have enhanced the social currency of Rita’s and enticed thousands of customers to try a treat like no other.

 

USING PSYCHOLOGY TO TAKE A REGIONAL FAVORITE TO NEW MARKETS.

Brand Strategy: Hundreds of traditional frozen treat competitors are scooping out status quo. Today’s novelty craving audiences see ice cream, fro-you and mixes as mainstream. We capitalized on the branding positioning of being ‘Delightfully Different.’

Creative Idea: To break the monotony, we repositioned the brand to accentuate Rita’s unique blend of fruity ice, creamy frozen custard and alternative charm.

 

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