Happy Tastes Good
 

For more than 80 years, DQ has inspired some of life’s happiest moments. To help Dairy Queen rebrand in a category fueled by negativity, we took a stand for "happy" in the most provocative way possible: by staying provocatively positive.

We made a simple, yet powerful declaration that could only come from DQ: Happy Tastes Good. From DQ’s design system, to product design, to happy actions and beyond, Happy Tastes Good inspired every piece of communication we put out into the world.

Launch Campaign :: Happy Hypothesis

To launch Happy Tastes Good into the world, we decided to scientifically prove that DQ cones make people happy. The research data and focus group materials literally became the campaign, culminating in inviting America to “Join the Study” on DQ’s most scared day of the year: Free Cone Day.

PR Action :: Fall Blizzard Menu Candle Collection

DQ wanted to carry the happiness of summer (and sales momentum) into Fall with the Fall Blizzard Menu. So with a 10K budget, we garnered national attention by creating the first ever Blizzard Treat for your nose: The Fall Blizzard Candle Collection. Each a 60-hour reminder of DQ’s delicious Fall flavors.

Direct Mail :: Box of Happy

We delivered happiness in the mail, with the first EXPERIENCE driven subscription box. Each box had everything you needed for a unique family experience that synched real-world and digital experiences. For example, our Camp-in Box had everything you needed for camping trip in your living room, including a digital destination that turned your phone into flickering firelight, and a custom-made shadow puppet children’s book.

Packaging :: Novelty Products

We brought whimsical happiness to their packaging by completely redesigning their packaged goods offering, illustrating the happy emotions and child-like joy that comes every time your crack one open.