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

Bel Brands, Brookings, S.D.

The 170,000-square-foot facility on 48 acres in Brookings has the capacity of producing more than 22 million pounds of cheese annually. That is approximately 1.5 million Mini Babybel portions every day. It makes Original (a Gouda type cheese), Light and Mozzarella.

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!

3/31/15 2:00 pm EST

Raising the bar with in-line mixing and blending technologies: high output with flexibility and low costs

In this webinar, you will be introduced to advanced in-line blending, dosing and mixing technologies that offer high flexible productions, reduced product losses, shorter batch times, uniform products, and reduced ingredient costs. As a result, Food Manufacturers can optimize their productions and increase their profitability.

Dairy Foods Magazine

march dairy foods

2015 March

The cheese issue: A look inside Bel Brands; Karoun Dairies' success; A preview of the WCIC Cheese Show

Table Of Contents Subscribe

Cheese

What is your favorite way to eat cheese?
View Results Poll Archive

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.

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

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.