The Need
Breyers came to NameStormers desiring to elevate the low-fat ice cream category. They wanted customers to feel excited about buying a lower fat ice cream, especially one that was deliciously creamy and indulgent.
The Name
“Double Churn” was ultimately chosen because it suggested a more homegrown, artisanal method of making the ice cream. It supported a premium positioning while also sounding extra creamy and delicious. It communicated something about the actual process that was ownable and differentiating compared to competitors.
The Result
After introducing the new Breyers Double Churn, Breyers nearly doubled its product line sales.