Main Role: Strategist Category: Sweet Treats Timeline: 1 Week

Ice cream cake is awesome!

So why aren’t people buying it?

Over the last 50 years the marriage rate in the US has dropped by 50%. This drop resulted in people having less children and more individuals living alone.

Traditional celebrations that are associated with ice cream cakes, such as, kids birthdays, anniversaries, baby showers, etc. are becoming less frequent.

People who are single and childless are less likely to purchase an entire ice cream cake for themselves.

Did You know?

Women are 25 percent more likely to order dessert than men. While also being 15 percent more likely to order ice cream.

BOOST SALES OF “EVERYDAY” CAKES

The Ask

You shouldn’t eat cake alone!

Unless you are particularly fond of “girl dinner”, ice cream cakes are a treat to be shared.

With the decrease in the marriage rate, people are turning to their friends in order to celebrate both the big and little wins. So gather and enjoy!

So who do you eat ice cream cake with?

The “This calls for a celebration” friend

The Audience

A single adult aged 25-39 living in a larger city that is conducive to forming lasting friendships and individuals with disposable income. This individual is likely female and places great emphasis on ensuring her friends feel valued and appreciated. Celebrating her friends' achievements and milestones is a priority for her, regardless of the occasion!

Do you ever feel like there isn’t anything to celebrate?

The Insight

Single people don’t have as many reasons to celebrate.

The Strategy

We've all experienced being single at some point in our lives. Let's leverage this shared experience and highlight all the reasons why single people have plenty to celebrate!