Breyers CarbSmart
“Anti-Aging Cream”
Breyers CarbSmart is a better-for-you dessert targeted to health-conscious Americans, 55+. However, many in that audience don’t feel that any indulgence can fit into their diet, instead believing that the key to aging well is avoiding desserts altogether.
To shift perceptions, we created a tongue-in-cheek faux beauty campaign, repositioning Breyers CarbSmart as an “anti-aging cream” to prove an important point: when it comes to aging well, what matters is how young you feel, not how young you look.
Shorty Impact Awards Bronze
We launched by turning to popular tropes of modern beauty campaigns: a celebrity spokesperson, OOH billboards, and earned media roundups.
For our celebrity spokesperson, we enlisted 76-years-young Broadway icon Bernadette Peters to reprise her memorable early 1990s role as Breyers’ advertising star.
Reactions
Our launch went viral amongst Bernadette-loving Broadway X/Twitter fans, garnering responses like “hang this in the Louvre,” “this is why I pay my city taxes,” and “give that marketing team a raise, this is genius!”
Web Copy & Original Study
Earned and social posts directed consumers to a landing page where they could learn more about our campaign and tell us what makes them feel young at heart for a Breyers CarbSmart coupon.
Partnering with leading market research company GWI, we conducted a study to discover how Americans 55+ feel about aging and what makes them feel young. Swipe through the carousel below to view the results.
Executive Creative Director: Megan Skelly
Creative Director/Art: Schuyler Higgins
Art Director: Amera Lulu
Designer: Kyle Cernicky