DREYER’S taps Sammi Cheng to honour ice cream heritage

DREYER’S has unveiled a sleek new look for its product lineup, including an upgraded "premium ice cream cup series", along with a campaign starring Hong Kong singer Sammi Cheng.

The new look spans the entire product range - from classic family-sized tubs and ice cream cones to chocolate-coated sticks and the new "premium ice cream cup series”. Staying true to its roots, the brand features a refreshed iconic brown colour palette with a signature striped design, paying homage to the aesthetic sensibilities first established in the US in 1923.

While the clean, sophisticated packaging clearly showcases each flavour, the cups and lids are made from recyclable paper materials, reflecting DREYER'S commitment to innovation and sustainability while honouring nearly a century of heritage.

With the new "premium ice cream cup series" crafted using an upgraded formula featuring fresh milk, the full line of DREYER'S products is available at major convenience stores, supermarkets, and retailers.

To celebrate decades of ice cream-making, DREYER’S has collaborated with creative agency Curious Few, media agency Publicis Media and PR agency Above The Line to launch a campaign under the theme “The taste that moves” (一嚐心動), with Cheng taking centre stage.

Cheng, a superstar singer and actress, has captivated audiences with her bold presence, soulful vocals, and electrifying dance moves. As an irreplaceable pop icon in Hong Kong, she continually sets benchmarks in the industry. This year, she won the "favourite female singer award" for the fourth time at a major radio awards ceremony, representing her enduring star power. DREYER'S shares the same philosophy as Cheng: to distill pure, simple flavours into something extraordinary, just as she redefines classics with every new endeavor.

A spokesperson from DREYER'S told MARKETING-INTERACTIVE that while the brand appeals to a broad audience, it also serves as an aspirational choice for upper- and middle-class consumers, as well as connoisseurs who value quality and excellence.

As part of the campaign, a 30-second video featuring Cheng has been launched. The video shows her sitting on the DREYER’S express train, illustrating how the brand has been an all-time classic since 1923, providing a multi-sensory experience for customers with its premium ingredients.

The campaign is being promoted through public transportation advertising, broadcast media, online channels, in-store point-of-sale materials (POSM), and strategic seeding with media and KOLs, according to the spokesperson.

To further celebrate this magnificent encounter across generations, DREYER'S will host a series of pop-up sampling events at bustling locations across Hong Kong, Kowloon, and the New Territories on 15 selected days from late September to November. A total of 15,000 new "premium ice cream cups" will be given away. To get one, consumers can follow and subscribe to DREYER'S social media platforms for a chance to redeem a free premium ice cream cup.

"Since entering the industry, I have always strived for growth - whether in music, acting, or personal style. I embrace new challenges and dedicate myself wholly. This drive to evolve and create is what fuels my journey. In recent years, I've learned to embrace my true, authentic self more openly, and I've come to appreciate the profound power of simplicity—a source of inspiration that motivates me to keep improving,” Cheng said. 

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