#NewDripSameDazzle: Dairyland Kenya Rebranding Social Media Campaign Case Study

In a bold move to refresh its image while maintaining its loyal fanbase, Dairyland Kenya recently launched a rebranding social media campaign tagged #NewDripSameDazzle. The campaign emphasizes visual appeal, emotional connections, and strong consumer engagement.

We used our very own BrandMoran social media intelligence tool to do an analysis of Dairyland’s social media campaign for the rebranding.

#NewDripSameDazzle Hashtag in Numbers

Here is how the hashtag has performed thus far:

Here’s a breakdown of the key themes that have defined this rebranding campaign:

Messaging on New Packaging & Aesthetic Refresh

For one, Dairyland has adopted consistent messaging on social media with posts that describe the new packaging as “cute,” “sleek,” and “elegant. They have also consistently reminded consumers that while the packaging has undergone a makeover, the “same creamy, dreamy goodness” remains unchanged.

The company has also tailored the packaging for each product line, that is Classic, Deluxe, and Real Fruit, creating a cohesive yet distinct visual identity for every flavor profile

Emotional & Nostalgic Connection

A hallmark of Dairyland’s campaign is their nice blend of nostalgia with modernity. For example, the brand has used social media to highlight its long-standing legacy, with a nod to its origins: “Since ‘79.”

This homage to the past is paired with the brand’s “glow-up” story, appealing to those who grew up with Dairyland but now want something that feels fresh and relevant.

Through some of the social media posts, Dairyland has positioned their ice cream as the ultimate mood booster ideal for lifting spirits during rough days, marking celebrations, or simply indulging in a moment of joy.

The social media campaign has also tapped into cultural moments, making the brand a natural part of events such as Ngemi and Rhythm & Brunch

Engagement, Community Building & Influencer Strategy

Dairyland’s social media strategy has also geared towards community building and user engagement. The brand has encouraged fans to share their favorite Dairyland flavors and even showcase their ice cream tubs in social media posts.

Hashtags like #SweetMoments have been used to invite consumers to be part of the conversation, making them feel seen and valued.

Interactive challenges have also played a big role in the campaign’s success.

For example, Dairyland has used fun activities such as “Guess the flavor based on outfits” and “Tag your Valentine for a Dairyland hamper,” encouraging participation and driving organic content creation on social media

The brand has also used diverse influencers to help amplify the messaging including the likes of:

In fact, influencer generated posts had the highest engagement metrics of the posts we analyzed.

Product & Flavor Highlights

At the heart of Dairyland’s rebrand are its flavours including Pina Colada, Salted Caramel, Peach Melba, and Strawberry.

Dairyland has used social media to emphasize the versatility of the ice cream flavors.

For example, they have highlighted that they have created posts showing ice cream paired with desserts like bread pudding.

Through an influencer partnership with @bencyco, they humorously highlighted that the ice cream tubs can also be used to store cereal (something that has been quite synonymous with their packaging over the years).

Some flavors are marketed as perfect for hot weather relief, while others are framed as the ultimate comfort food for bad days, a feat that highlights Dairyland’s ability to cater to every mood and moment.

Strategic Hashtag & Campaign Consistency

The #NewDripSameDazzle hashtag has been the anchor of the campaign, signaling to audiences that while the packaging may be new, the quality and experience of Dairyland ice cream remain as dazzling as ever.

The brand has maintained consistency with sub-campaigns like #SweetMoments, #TasteTheStyle, and #DairylandDelights, each designed to keep content fresh while reinforcing the core message of the rebrand.

Key Takeaways

In a nutshell, Dairyland #NewDripSameDazzle social media campaign for its rebranding has checked most of the boxes that make successful visual and emotional refresh. Consumers seem to be loving the new packaging and sleek design. The brand has managed to blend its long heritage with a contemporary look. They have leveraged user-generated content and influencer collaborations to help create a sense of community around the brand.In a nutshell, this is a good example of how a company can stay true to its roots while innovating to stay relevant in what’s an ever-changing market!