We didn’t do a campaign, nor offered free samples. We also didn’t offer discounts. Our idea was to solve the issue with an innovation. Not exactly in the ice cream itself, but in the way it is consumed.

We developed a special ice cream cone with gutters that start at the top and go down to the mid-section, re-injecting the tasty Dr Dri ice cream back into the cone. Thus, no drop of the Dri Dri ice cream is wasted on the hands of the clients.

For the execution, we changed the classic design of the cone. We used the same edible material and created a sort of gutter that reincorporates every drop of ice cream lost because of the melting. The drops slide back into the cone through tiny holes.

Ergonomically speaking, we maintained the main contact points, that is, the client can hold the cone as usual. The dough of the cone is the same of the classic ones: egg whites, salt, iced sugar, vanilla, wheat flour, and butter.

All the development was done with the support of a maître pâtissier, who carefully analyzed both the ice cream’s viscosity and its melting trajectory. Around 1,500 special cones were produced.

With this ‘packaging’ innovation, we reinforced to the brand’s clients how concerned Dri Dri is about the quality of its ice cream: in the product and consumer experience. After all, it is the only brand concerned about not wasting what was produced with such care.

The repercussion and the interest of the new consumers who came to the store to try the Dri Dri ice cream because of the novelty. We increased the turnover at the stores immediately, since many curious passersby decided to buy the ice cream to find out more about this special cone.

Besides that, the word of mouth on social networks, with clients posting photos of their experience and spreading the news about the cone that doesn’t waste ice cream, represented free, spontaneous media. Something we achieved not only through the clients’ taste, but also by solving a decade-old problem in their experience with the category.