Evidence-happy strategy.

Dairy Queen: The Happy Hypothesis

Every year, Dairy Queen kicks off summer with Free Cone Day—a day so aptly named as they give away free soft serve cones to every customer.

Modern Consumer Insight

Today’s consumer isn’t always looking for giant moments of joy, just daily bites of simple happiness.

Challenge

Free cones need very little promotion, as you might imagine. However, we wanted to use this ritual as proof that at Dairy Queen, Happy Tastes Good.

Solution

We launched the world’s most obvious study: Do free soft serve cones make people happy? Using a battery of highly scientific methodology, we were able to obtain actual evidence that free soft serve does in fact make people happy. Then we invited the rest of the country to join the study on Free Cone Day.

Results

+10%

Store traffic


32M

Earned media
impressions