Cookie Dough
Dive into the story of how Bringer helped Doughp transform a forbidden fruit into a guilt-free sensation, one spoonful at a time.
The Challenge
Doughp wasn't your average cookie dough company. They crafted edible cookie dough – a tantalizing treat that promised the deliciousness of raw dough minus the food poisoning fear. Yet, the "edible" aspect was a double-edged sword. Parents hesitated, wary of the safety claims, while adults questioned the indulgence without the baking payoff.
Doughp needed a campaign that not only dispelled myths and promoted safety, but also redefined the very concept of cookie dough – transforming it from a forbidden fruit into a guilt-free, delectable treat for everyone.
Our Approach
We knew we had to speak to two distinct audiences: cautious parents and craving adults. We conducted in-depth surveys and focus groups, delving into the psychological triggers and emotional connections associated with cookie dough. Our key takeaway? Cookie dough wasn't just a food; it was a nostalgic memory, a symbol of comfort and indulgence.
The Solution
We crafted a campaign that celebrated the joy of cookie dough, but with a modern twist: #DoughpWithoutDoubt, a playful nod to the safety concerns and a powerful message of guilt-free indulgence.
- Whimsical video ads: We created stop-motion animation shorts featuring vibrant cookie dough characters.
- Influencer partnerships: We teamed up with parenting bloggers and health-conscious chefs, showcasing how Doughp fit into their families and healthy lifestyles.
- Instagrammable pop-up shops: We created interactive pop-up shops brimming with colorful Doughp jars and activities.
Results & Impact
- Doubling of brand awareness: Doughp became synonymous with safe, delicious edible cookie dough, capturing the attention of both skeptical parents and curious adults.
- Significant sales growth: Sales skyrocketed, propelled by new customers and repeat buys from families and individuals discovering the joy of guilt-free indulgence.
- Shift in market perception: Doughp successfully redefined the edible cookie dough category, moving from a niche product to a mainstream treat embraced by consumers.
