Refreshing and Revitalizing a 100 Year Old Brand Through Event Marketing

Raleigh Green Inc. was retained by New York State’s oldest family owned dairy, Boice Bros. Dairy, to help them celebrate their 100th birthday with a unique event.  The client wanted to accomplish two things in addition to recognizing their business’ anniversary:  to create the world’s longest ice cream sundae, and to make the event a fundraiser.  With those ideas in mind, RGI was asked to plan, organize, develop and promote a special community-wide celebration.

The event was an opportunity for the client to ‘refresh’ its brand image.  Although well known throughout the Hudson Valley where their products are sold, Boice Bros Dairy had done little in the way of traditional advertising in over a dozen years.  To start, the company required some branding updates and enhancements including a company website, revised logo (with ‘Celebrating 100 Years’ added), tagline (‘Still Fresh After 100 Years’), and event theme:  ”Across the Generations” (a hat-tip to the 4 generations of family carrying on the legacy of the company).

RGI recommended July 20th (National Ice Cream Day) to hold the event, and suggested having the event in the Rondout neighborhood in Kingston (Boice Bros Dairy is based in Kingston, NY).  The location has a long and attractive waterfront promenade that is almost a mile in length – perfect for creating the world’s longest ice cream sundae.  Entertainment (four live bands, jugglers, clowns, face painters, impersonators, balloon artists, etc), media buys, radio interviews, press releases, acquisition of local permits, security, shuttle buses, acquisition of raffle prizes, and more were all managed by RGI.  In addition, RGI scouted various non-profit organizations to be the beneficiary of the event, eventually recommending the creation and funding of a brand new educational program, co-managed by the Hudson River Maritime Museum and Clearwater Organization, called the Hudson River Steward Program.  The program will have all of Kingston’s fourth-graders visit the museum and Clearwater sloop and learn about the Hudson River and its importance to them and their community and how to be a good steward of it.  Children’s visits will end by being given a certificate proclaiming them honorary Hudson River Stewards, and a chocolate milk from Boice Bros Dairy.

The event was a resounding success with over 5,000 participants (the largest one-time event in Kingston of the year), extensive positive coverage in the local and regional media of Boice Bros Dairy, wide array of business and resident participation, fundraising goal reached with almost $20,000 raised, and achievement of a new world record (1,606 feet, besting the old record by 300 feet).


This entry was posted in advertising, Advertising, Boice Bros Dairy, brand strategy, Branding, Clearwater, event marketing, Hudson New York, Hudson River Maritime Museum, Hudson River Stewards, Hudson Valley ice cream, Kingston, Kingston New York, New York Dairy, New York farm, promotions, Raleigh Green, taglines, website design. Bookmark the permalink.

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