Created with Jeni’s Splendid Ice Creams, a Columbus, Ohio creamery loved by President Biden himself, the new flavor had fans lining up for hours. Online, consumers crowded the website with such fervor that it froze (the site, not the ice cream) within minutes of the new flavor release. To make matters more serious, the company stated that it had only made about 10,000 pints of the stuff.
The situation, which is still being sorted on the technical end, serves as an excellent lesson in trend-blending and ultimately, maximizing visibility, something brands tracked in Gartner’s Digital IQ Index: Food & Beverages prioritized during the pandemic. To begin with, while the flavor sounds beyond delightful on its own, it’s the inclusion of pretzels that might also have consumers going crazy. The power of the crunch kept snack brands in high demand during the pandemic and is expected to continue to do so even after the crisis concludes. In addition to working with beloved legend Dolly Parton, the ice cream pint’s design carries notes of nostalgia from the diner-style font to the idyllic drawing of Parton herself. Finally, Jeni’s is also working with Parton’s book gifting program, Imagination Library, hinting at a sweeter cause than just ice cream. As consumers continue to crave crunchy, nostalgic delights and brands with a bigger purpose, it’s not hard to see why Jeni’s new product is just what the doctor ordered.
Jeni’s, which touts almost 80,000 Twitter followers, has been leaning into its digital channels to keep consumers calm and informed, but also, to sweeten the mood with a bit of sass— “Did y’all just break our website?“—on the day of the release, for example, was retweeted over 100 times.