As the school year comes to a close and millennial families gear up for summer, DQ is launching a first-of-its-kind subscription box filled with experiences aimed at IRL family moments. Even the box itself is designed to be part of the fun.
The DQ Box of Happy, rolling out this June, is offered as a limited three-month subscription box service with a different summer-themed activity each month. Starting with “Camp-In”, the box transforms into a nonflammable, family-room-safe campfire that is illuminated by a flame video via smartphone, using tech to heighten the experience instead of competing with it. The box also includes a shadow puppet storybook, flashlight, playing cards, and a “forest floor blanket” where the camp-in can take place. July’s “Water Park” box includes a built-in sprinkler and water-themed soundtrack families can play from their phones, and in August subscribers can “Road Trip” with a box that features a cardboard smartphone camcorder case, encouraging families to record their memories. Each box comes with a $10 DQ gift card.
The DQ Box of Happy subscription includes all three boxes for $45 and is currently sold out, but those who missed out will still be able to download an activity from a box each month at www.DQBoxofHappy.com.
This is the latest campaign under DQ’s newly launched tagline “Happy Tastes Good,” which positions the iconic brand as a destination for happy moments and memories. The new tagline replaces “Fan Food. Not Fast Food,” which has been the brand’s tagline since 2014.
Direct advertisement created by Barkley, United States for Dairy Queen, within the category: Food.
Chief Idea Officer: Tim Galles
Executive Creative Director: Katy Hornaday
Group Creative Director: Berk Wasserman
Creative Director: Tim McCracken
Sr. Copywriter: Justin Smith
Sr. Art Director: Chris Larberg
Producer: Jasmine Henry
Executive Strategy Director: Chris Cardetti
Sr. Strategist: Molly Griffin
VP, Brand Leader: Justin Sutton
Brand Supervisor: Julia Unverfehrt
Assistant Brand Manager: Madison Stanze
Senior Print Production Manager: Shelley Schulenberg
Social Director: Bailey Grover
Social Supervisor: Katy Zimmerman
Social Specialist: Macy Kaufman