Dairy Foods Blog


Outshine fruit bars from Dreyer's/Edy's take a shine to social media

There's deeper engagement on the Experience Project website than what you'd see on Facebook and Twitter.

April 30, 2013

Changing the name of your product can be a tricky thing. You don't want to alienate your loyal customers, who are used to seeing the name and logo on the shelf.

2013-03-17-FSI-Edys-Outshine.jpgOn April 22, Nestle USA's Dreyer's unit officially changed the name of its line of nondairy frozen novelties. Dreyer's (or Edy's, depending on where you live) had a line of fruit bars known as, well, Fruit Bars.

The Fruit Bar name was limiting, said Jacob Abel, a marketing associate with Oakland-based Dreyer's. He told me that Dreyer's changed the name to Outshine so that it can expand the frozen novelties beyond fruit. One of the new flavors is coconut water. That's a big trend in beverages, because of coconut water's reputation for hydrating the body after a workout.

The brand Outshine also will help Dreyer's move into the healthy snacking segment as it builds out new products, Abel said.

What is also interesting about this name change news is Dreyer's use of a social media site called Experience Project, operated by a San Francisco firm called Kanjoya.

I’m not totally ignorant of the online world. I dabble in Facebook, Twitter and LinkedIn. I blog every now and then, and I poke around Flickr. But I was not aware of Experience Project.Outshine coconut water fruit bars from Dreyer's Edy's

I'm a little late to the party; there are 12 million monthly users who share experiences online about a variety of topics, said Erik Darby, a Kanjoya vice president.

Unlike the short comments a Facebook user might post, an Experience Project member will write a little story. The average post is 1,600 characters, Darby told me. From my years of editing, I estimate that to be about 200 words. And remember this: Twitter limits users to 142 characters.

Experience Project and Nestle USA worked together on a honey bee campaign in 2009, Darby said. That's when Haagen-Dazs was helping save honeybees. Darby's site had a 1,000 honey beekeepers as members. He enlisted them to bring awareness to the ice cream brand's efforts to save the bee. Thousands of stories were written about bees, and traffic to the Haagen-Dazs site increased ten-fold, Darby said.

He talks about Experience Project members being "emotionally" engaged with a topic. The Dreyer's campaign asks website users to share ideas about how they "shine brighter." Abel said these stories add "depth and texture to the brand experience." Users write about the food choices they make for themselves and their families. From these stories, Dreyer's will be able to see themes that they can use in future marketing and engagement efforts.

See the current Outshine campaign on broadcause.com  (a site owned by Experience Project). And be sure to visit experienceproject.com to get the full experience, if you will.
 

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

Agropur, Natrel Division USA, St. Paul, Minn.

 At its Natrel Division plant in St. Paul, Minn, Agropur makes rBST-free white and flavored milk, heavy whipping cream, half n half, buttermilk, organic milk, nutritional drinks and shakes and sport drinks. Nondairy beverages (soy, rice, coconut, and almond) coffee creamers, broth and sauces. 

BehindtheScenes

This photo gallery contains additional, unpublished photos of dairy processing facilities featured in Dairy Foods magazine. To view more Behind the Scenes galleries go to our archives page!

9/23/14 2:00 pm EDT

Milk/Flavored Milk and Non-Dairy Beverages: Opportunities in the Beverage Segment

This free webinar will cover methods and ingredients available to increase protein levels, processing issues related to high-protein beverages, future ingredients and opportunities for protein fortification, adding value to milk and beverages, niche markets for high-protein milk and beverages and case studies of Core Power and Fairlife.

Frozen Desserts

What’s your preferred frozen dessert?
View Results Poll Archive

Dairy Foods Magazine

september cover

2014 September

Joseph Gallo Farms wins honors for its cheeses, sustainability practices; plus we look at what's happening with frozen desserts.

Table Of Contents Subscribe

THE DAIRY FOODS STORE

tharp-and-young-on-icecream.gif
Tharp & Young on Ice Cream: An Encyclopedic Guide to Ice Cream Science and Technology

An at once an all-inclusive guide to the meaning of hundreds of technical terms and ideas needed for ice cream manufacturing, as well as a practical introduction to the ingredients, freezing methods, flavoring, and packaging of ice cream, sherbet, sorbet, gelato, frozen yogurts, novelties and many other kinds of frozen desserts.

More Products

Clear Seas Research

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications, Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.

Dairy Foods Buyers Guide

cover df july 2013Resource for buyers in the dairy processing industry to find information on the leading suppliers and manufacturers.

Find Ingredients, Equipment, Distribution, R&D and More.

Start Your Search Today.

STAY CONNECTED

Facebook logo 40px 2-12-13 Twitter logo 40px 2-12-13  YouTube logo 40px 2-12-13  LinkedIn logo 40px 2-12-13google plus