Breyers
Anti-Aging Cream
Agency: Edelman New York
Creative Director: Megan Skelly, Schuyler Higgins
Copywriter: Benji Shaw
Design: Kyle Cernicky
Background
Breyers CarbSmart is a better-for-you dessert with fewer carbs and calories per serving than traditional ice cream.
Problem
Breyers CarbSmart was designed to fit into the lower carb, lower sugar, and lower calorie lifestyles of their target audience, health-conscious Americans, 55+. However, many in that audience don’t feel that any indulgence can fit into their diet, instead believing that the key to aging well is avoiding desserts altogether.
My Role: Ideation,Art Direction, Production
Awards: Shorty Awards Bronze - Impact Winners-Partnerships-Influencer, Creator, & Celebrity
Insight: Aging well is about how young you feel, not how young you look. Negative attitudes toward aging can actually shorten life expectancy.
Idea: Breyers CarbSmart was humorously repositioned as an “anti-aging cream,” framed through a faux beauty campaign with a deeper message: embracing life’s simple pleasures keeps you healthier.
Execution: The campaign borrowed from beauty advertising tropes—celebrity endorsement, OOH, earned media, and product seeding—featuring Broadway icon Bernadette Peters reprising her role as a Breyers’ spokesperson from the 1990s.
Launching our Campaign in Times Square In true beauty campaign fashion, we launched our “Anti-Aging Cream” with a massive, three-sided Times Square billboard—perfectly positioned outside the Broadway tickets area to reach Bernadette Peters’ fanbase and near the Times Square Sephora.
We timed our launch to the early-June unofficial start of “ice cream season,” helping us win big with an additional demographic. Our celebrity talent, Bernadette Peters is hugely popular with LGBTQ+ Broadway fans, who enthusiastically took to X (Twitter) to welcome our campaign as a Pride month celebration.
