Nestlé Drumstick sundae cone cools off competition with packaging redesign
Chase Design Group brings bolder personality and differentiation to the shelf
Since 1928, eating a Nestlé Drumstick sundae cone has been an adventure involving a multitude of senses. From the crunchy sound of the peanuts to the creamy vanilla, and down to the chocolatey nugget, it’s truly “America’s Favorite Sundae Cone,” the company says.
When competitors, including many private labels, started imitating the lineup, creating a homogenous sea of blue at shelf, the brand team at Dreyer’s Grand Ice Cream determined that they needed to refresh the brand, bring its values and personality to life, drive differentiation, and tap into the strong emotional connection consumers have with Nestlé.