Dreyer’s consumer research revealed that a very low percentage of grocery shoppers visit the ice cream aisle on any given shopping trip. Customers saw the frozen food section as clinical and uninviting—a vast frozen tundra—which of course was in conflict with the enjoyable and social nature of the typical ice cream event.

To increase sales Dreyer’s embarked on a category-wide initiative to drive traffic down the ice cream aisle using a three-tier strategy:

increase awareness and appeal of the ice cream aisle by segregating it through color, graphics and architecture;

stimulate interest in the product by reinforcing the festive nature of the ice cream event and breaking down the monolithic and clinical look, and;

convert increase traffic to planned and impulse sales by communicating "right for me" selections by way of a stylish and informative product organizing system.

Complicating the design challenge, the frozen section is one of the few grocery categories where the merchandising equipment literally gets in the way of the product.

The selected design solution was colorful, active, information rich, flexible, and inexpensive…and has successfully helped Dreyer’s surpass sales expectations.