Sunday, June 13, 2021

Carvel Father's Day Give Dad a Beer Our Beer


Giving customers what they like, what they want, and what they know is a key attribute of good marketing. Regular readers of this blog know that differentiation does not mean different it means familiar according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Partnerships can drive successful Limited Time Offers (LTO’s) faster, for less, while bringing new ideations to your brand.  Carvel Ice Cream is leveraging a partnership to drive new electricity into its brand by taking one step back, yet looking two steps ahead according to Johnson.

Carvel Ice Cream is bringing back two beloved pieces of its history to help celebrate everything that makes Dad special: the classic Fudgie the Whale Father's Day commercial complete with a Carvel hotline, and Fudgie the Beer. Driving contemporary relevance requires reviving a bit of the past according to Johnson. 

Thinking Outside the Box requires you know and understand what was in the box, and what worked?  Reinventing the wheel is not necessary, updating or replacing a flat tire is required according to Johnson. 

 Nicolle DuBose, Vice President and Chief Marketing Officer, Carvel, stated, "Carvel and Fudgie the Whale are an iconic duo when it comes to celebrating dads," … "By reviving some Carvel and Fudgie favorites this Father's Day, we're honoring all the moments cherished with dads throughout the years and the new memories yet to be made."

Comfort food requires consumers be comfortable, at Carvel Fudgie the Whale is synonymous with celebrations - especially Father's Day, the holiday for which Carvel originally created the mascot in 1977. Showcased across pop culture for decades, Fudgie's loveable character brings Carvel fans young and old back to their childhood roots.

Carvel Customers can check us out on YouTube to watch a modern take on the classic Father's Day commercial featuring Fudgie and a re-creation of a gravelly voice many may know or recognize, and even have memories of growing up watching Carvel commercials on TV. The commercial also highlights the reinstated Carvel hotline - 1-833-FUDGIE1 - where fans can hear "Tom Carvel" serving up dad jokes. Warning: these dad jokes may get a little cone-y (get it, cone-y?)!

So, while Fudgie the Whale cakes cannot be ordered directly through the hotline, they are available at participating Carvel shoppes and on food delivery platforms. Visit to find a Carvel shoppe and delivery availability – you can even find some throwback Fudgie merchandise for Dad this Father's Day.

Cake is great but what’s more American than a beer for Dad on Father’s Day?  That’s right, Carvel is teaming up with Captain Lawrence Brewing to re-release the popular Fudgie the Beer, which quickly sold out after its original 2018 and 2019 releases.  

Fudgie the Beer is brewed with 6-percent ABV and Carvel's signature chocolate Crunchies, rich fudge and ice cream, Fudgie the Beer is the perfect dark, roasty and fudgie Father's Day treat - and will give Dad a little something extra to make this Father's Day a whale of a celebration.  

Fudgie the Beer will be available leading up to and after Father's Day, while supplies last, at finer retailers wherever Captain Lawrence is sold across the East Coast. Visit or call 1-833-FUDGIE1 for more information. Must be 21+ to purchase.

How is your brand building new electricity? According to Johnson, “Brand relevance is in part driven with innovation in new menu related products in combination with new avenues of distribution all of which are the platform for the new electricity.”

Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, music, developing brands, unique urban hemp clothing, grocerant positioning, EV Charging Stations fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing.

All retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food that is portable.

Invite Foodservice Solutions® to complete a Grocerant ScoreCard, or for product positioning or placement assistance, or call our Grocerant Guru®.  Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche. Contact: or 253-759-7869

No comments:

Post a Comment