Helping A Cult Brand Grow
The original San Francisco ice cream sandwich was first sold at Playland at the Beach in 1928. While the amusement park is long gone, the It’s It brand lives on with a cult following in the City by the Bay. IT'S-IT’s branding and packaging didn’t change much for eighty years.
Gauger + Associates was hired in 2008 when the Company sought to expand its appeal to consumers nationally and increase its offerings to include a broad range of ice cream novelties. The strategy worked, opening new channels of distribution and sales soared.
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Nostalgia continues to play an important role in the launch of new products under the IT’S-IT brand. The bold graphics and retro illustrations provide a link to a time when an ice cream treat was an escape to a simpler time, a time of summer fantasies and weekends at the beach.
The Agency received the American Package Design Award for the Chips-IT package in 2019. This year Gauger + Associates created the new Nuggets brand and package design. Nuggets arrived on supermarket shelves just in time for summer 2020.
Tactics
Brand Strategy
Brand Graphics
Package Design
Display Graphics
