Summer of Drip

product naming, social, print, packaging, in-store, video, merch, OOH, influencer marketing & experiential.

Background: Insomnia’s known for warm cookies delivered until 3 AM, but they recently added a new dessert to their roster: ice cream, which is available nationwide. It's a combo of their iconic cookies and dreamy ice cream. We decided to give Insomanics and Gen Zers the scoop.
Insight: Insomnia is the ultimate ice cream destination for summer because it’s open late and offers endless sweet combinations.
Solution: Say "hello" to Summer of Drip. Taking a note out of internet slang, we created a season of celebration that praises late nights filled with drippy, dreamy ice cream. We hosted ice cream socials across the northeast, gave out free scoops for the first day of Summer, launched a merch drop, dripped out our uniforms & launched weekly in-app-only deals for ice cream lovers called “Sundae Fundaes.”

Print, Social & In-Store

Video

YouTube, Facebook, Instagram, Twitter, and Hulu Pre-Roll

To sweeten the deal, we launched a limited-edition line of summer-spired cookies & ice cream flavors to add to their sweets rotation.

Paid Social

Experiential

“Drip on Wheels” Ice Cream Truck

Throughout the summer, we hosted DRIP DROPS in our ice cream truck with some viral guests.

Drip. Dance. Repeat.

This solstice celebration needed a song of the summer.

Drip Drop Merch Collection

We kept the party going, launching a merch drop for our Insomaniacs via email and in-app for 24 hours. Then, we made it available to all in-store and online.

OOH

Employee Uniforms

Organic Social

Website

PDP Descriptions

Logo Lockup

Copywriter: Heather Gaskell
Art Director: Laura Fabens
Video: Ned Lex
Creative Manager: Abby Cook
Creative Director: Justin Rentzel