DQ SWEETER VEST
DAIRY QUEEN
How do you get people talking about a summer product (DQ Blizzards) in the Fall? With an over-the-top merch drop, designed to compliment the product itself. The DQ Sweeter Vest was a deliberately and deliciously silly idea, putting a twist on 2022’s sweater vest trend.
113MM Impressions
1.8 MM Engagements
As DQ’s AOR, Barkley partnered with PR agency MWW to bring the idea to life. Executing an influencer and media strategy, we sold 500 “Sweeter Vests” in 5 minutes. Then we sold out. Then people were re-selling them for ridiculous prices. Capitalism is, among other things, weird.
What exactly is/was a Sweeter Vest? Well, it comes in your choice of pink or argyle, with pockets for both a Blizzard (yes, insulated) and a DQ red spoon.
CASE STUDY (1:30)
CD: Joe De Salvo