PROBLEM statement
PROBLEM statement
Ben & Jerry’s launched its Doggie Desserts line in 2021, tapping into the $147 billion pet care market. Despite a strong start, the brand’s engagement stalled—its dedicated social media account for the product has been inactive for over two years. Consumer awareness is low, and confusion around ingredient safety limits adoption. With ice cream for dogs still perceived as niche, Ben & Jerry’s risks losing relevance in a fast-growing segment where 85% of pet owners treat their pets as family, driving demand for premium, safe treats.
Ben & Jerry’s launched its Doggie Desserts line in 2021, tapping into the $147 billion pet care market. Despite a strong start, the brand’s engagement stalled—its dedicated social media account for the product has been inactive for over two years. Consumer awareness is low, and confusion around ingredient safety limits adoption. With ice cream for dogs still perceived as niche, Ben & Jerry’s risks losing relevance in a fast-growing segment where 85% of pet owners treat their pets as family, driving demand for premium, safe treats.
solution
solution
We proposed “Safe Scoops, Happy Woofs”—a brand revival strategy focused on building trust, enhancing visibility, and normalizing dog ice cream as part of pet parenting. Through digital-first campaigns, experiential pop-ups, and playful, educational content, Ben & Jerry’s can reframe Doggie Desserts as a safe, joyful indulgence. By leveraging influencer marketing, clear ingredient education, and community-driven activations, the brand can reconnect with pet owners, drive repeat purchases, and capture a larger share of the growing pet treat market.
We proposed “Safe Scoops, Happy Woofs”—a brand revival strategy focused on building trust, enhancing visibility, and normalizing dog ice cream as part of pet parenting. Through digital-first campaigns, experiential pop-ups, and playful, educational content, Ben & Jerry’s can reframe Doggie Desserts as a safe, joyful indulgence. By leveraging influencer marketing, clear ingredient education, and community-driven activations, the brand can reconnect with pet owners, drive repeat purchases, and capture a larger share of the growing pet treat market.
