Dreyer's Grand Ice Cream Holdings, Inc.: Unbelievable campaign

In 2004, Dreyers Grand Ice Cream, owned by Nestlé, relaunched its existing product into a largely stagnant market.

Dreyer's Grand Ice Cream Holdings, Inc.: Unbelievable campaign

Jonathan Kolstad


To herald the launch of not just a new product line but also an entirely new manufacturing process, Dreyer's Grand Ice Cream Holdings, Inc., initiated in May 2004 what was to become the largest and most aggressive marketing campaign in the company's history. Founded in 1928 as a partnership between William Dreyer and Joseph Edy, Dreyer's (which was known as Edy's east of the Rockies in the United States to avoid confusion with rival Breyers) rose to become the largest ice-cream maker in the United States by 2005. After...

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