Coca-Cola & Dairy Queen Franchisee Announcement
Dairy Queen, a Buffet/Berkshire Hathaway-owned chain of restaurants, announced to its franchisees that the company had signed a deal with Coca-Cola to provide only Coca-Cola beverages in its stores. The exciting announcement meant a wide range of branded collateral to introduce the brand's partnership into stores, including a Coca-Cola & Dairy Queen sales brochure, presentation, personalized 'thank you', World of DQ advertisement, and selling script.
The ad was anchored by tagline copy, stewarding the value, equity and legacy of Coca-Cola and Dairy Queen – together. It was important to Dairy Queen that the ad and supporting copy pieces paid homage to the Coca-Cola brand story, while also acknowledging the new face of its own strategy as "Fan Food, Not Fast Food".