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Overjoy Ice Cream
Product Launch
Oh, how I love a good name.
Hy-Vee's new ice cream had a simple differentiator: it cut the calories without cutting the taste.
The first piece we established was the name—Overjoy. The moniker distilled the product story into one vivid emotion. All the pieces that followed brought that feeling to life.
The resulting creative popped at shelf and took home the Vertex 2019 Gold Award.
Branding
Narrative
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