As the school year comes to a close and millennial families gear up for summer, DQ launched a first-of-its-kind subscription box filled with experiences aimed at IRL family moments. Even the box itself is designed to be part of the fun.
The DQ Box of Happy was rolled out this June and was offered as a limited three-month subscription box service with a different summer-themed activity each month. Starting with “Camp-In”, the box transforms into a non-flammable, family-room-safe campfire that is illuminated by a flame video via smartphone, using tech to heighten the experience instead of competing with it. The box also includes a shadow puppet storybook, flashlight, playing cards, and a “forest floor blanket” where the camp-in can take place. July’s “Water Park” box includes a built-in sprinkler and water-themed soundtrack families can play from their phones, and in August subscribers can “Road Trip” with a box that features a cardboard smartphone camcorder case, encouraging families to record their memories. Each box comes with a $10 DQ gift card.
The concept came from Kansas City-based creative agency Barkley, which drew inspiration for the boxes from their modern consumer knowledge that millennials prefer to use their purchasing power on experiences over material things. “Subscription boxes by nature are just a way to accumulate more stuff,” says Tim McCracken, Creative Director at Barkley, “We wanted to turn the subscription box concept on its head and create a box that offers what families really want this summer: time together.”
“Families create sweet memories whenever they visit a DQ store,” says Maria Hokanson, Executive Vice President of Marketing at American Dairy Queen Corporation (ADQ), “Box of Happy extends this delightful experience outside of our restaurants, bringing families together over campfires, road trips and more—experiences that shape the season just as much as enjoying soft-serve in the sunshine.”
The DQ Box of Happy subscription includes all three boxes for $45 and is currently sold out, but those who missed out will still be able to download an activity from a box each month at DQBoxofHappy.com.
This is the latest campaign under DQ’s newly launched tagline “Happy Tastes Good,” which positions the iconic brand as a destination for happy moments and memories. The new tagline replaces “Fan Food. Not Fast Food,” which has been the brand’s tagline since 2014.
Maria Hokanson - EVP, US Marketing
Whitney McChane - VP, Marketing Communications
Cassie D’Kae - Integrated Communications & Public Relations Manager
Lisa Jesser - Integrated Marketing Manager
Jenell Lammers - Content & Social Media Marketing Manager
Tim Galles - Chief Idea Officer
Katy Hornaday - Executive Creative Director
Berk Wasserman - Group Creative Director
Tim McCracken - Creative Director
Justin Smith - Sr. Copywriter
Chris Larberg - Sr. Art Director
Jasmine Henry - Producer
Chris Cardetti - Executive Strategy Director
Molly Griffin - Sr. Strategist
Justin Sutton - VP, Brand Leader
Julia Unverfehrt - Brand Supervisor
Madison Stanze - Assistant Brand Manager
Shelley Schulenberg - Senior Print Production Manager
Bailey Grover - Social Director
Katy Zimmerman - Social Supervisor
Macy Kaufman - Social Specialist