Dippin' Dots' CEO says that the brand's feud with 'villain' Sean Spicer grew sales and provided the marketing boost of '50 Super Bowl ads'


dippin dots colorful ice cream
Flickr
/ Joel Kramer


  • Dippin’ Dots sales and franchisee inquiries soared
    after a
    public feud with Sean Spicer.
  • The company’s CEO, Scott Fischer, told
    Business Insider that the feud had the impact of “50 Super Bowl
    ads.”  
  • “I think people have to have a hero and a villain,”
    Fischer said. “We may not be the hero, but Spicer was
    definitely the villain.”

Dippin’ Dots’ sales soared after a public feud with then-White
House press secretary Sean Spicer.

Amusement park sales and inquiries about becoming a Dippin’ Dots
franchisee increased after Spicer’s five-year Twitter battle with
the ice cream brand
came to light in January,
CEO Scott Fischer told
Business Insider

“I think people have to have a hero and a villain,” Fischer said.
“We may not be the hero, but Spicer was definitely the villain.”

In January, Fischer publicly responded to Spicer’s complaints
soon after they came to light over Inauguration weekend.

Spicer had been slamming Dippin’ Dots online for years, tweeting
things such as:
“Dippin dots is NOT the ice cream of the
future.”


Screen Shot 2017 12 07 at 11.08.46 AM
Twitter
seanspicer


“We’ve seen your tweets and would like to be friends rather than
foes,” Fischer
wrote in an open letter in January.
“After all, we believe in
connecting the dots.”

In the letter, Fischer said that Dippin’ Dots are made in
Kentucky and that the company has experienced double-digit sales
growth for the past three years. He offered to “treat the White
House and press corps to an ice cream social.”

“Instead of being confrontational or anything else, I was like,
let’s just have fun with it,” Fischer told Business Insider. “So,
it was kind of a layup.”

He continued: “It snowballed because we had fun with it, and
became viral. I think they said it reached over a billion people
or more than 50 Super Bowl ads. As far as free press, you can’t
beat it.” 

Fischer acquired Dippin’ Dots in 2012 after the company’s
high-profile bankruptcy, expanding sales outside of franchising
to channels such as convenience chains, grocery stores, and
school cafeterias. The brand reported that it reached a record
$300 million in retail sales in 2017. 

Comments

comments

Lire l'article depuis la source

x

Check Also

Patriots author another incredible comeback to crush the Jaguars and return to the Super Bowl

David J. Phillip/AP The New England Patriots beat the Jacksonville Jaguars, 24-20, on Sunday to ...

Shares