Moove over Ben and Jerry.
Master Brand // Meijer
Writer // Co-Designer
We relaunched Meijer's Purple Cow ice cream brand and the modern-day Purple Cow was born: part philosopher, part ice cream historian, and a splash of sass. As the lead Copywriter, I defined a voice in line with our business goals of shifting customer perception from a kids only ice cream to an adult treat.
When one freezer door closes, another one opens.
Meijer needed to promote the new brand launch in-store, but there was just one problem: there's no real estate beyond the freezer doors, and window clings can't obstruct the shopper's view of the product (fine, that's two problems). I came up with the idea of semi-transparent window clings—made to look like the Purple Cow himself had breathed on the glass and wrote a message with his hoof. In the end, we were able to feature the new brand's distinctive voice without obstructing the shopper's view.
