the challenge

With an iconic, but aging, local brand beset in the retail channel by mega-muscle national players, Brigham’s decided to capitalize on the passions in its own backyard. Their first effort debuting in April of 2004, Reverse the Curse, struck a chord in New England hearts and minds. Galvanizing the local baseball fandom with a product launch featuring The Babe himself, Brigham’s best-selling ice cream novelty presaged the can-you-believe-it World Champion Boston Red Sox of October that very same year.

the results

• Reverse The Curse became the centerpiece of a consumer naming promotion
• Through an integrated program of outdoor, radio, and press events, Reverse The Curse usurps Big Dig (another Rattle success story) as the most successful new product intro in company history
• Red Sox win the World Series: Packaging put on exhibit at Baseball Hall of Fame
• Winner of National Dairy Association Marketing Gold Medal