Marble Slab
Brand Strategy / Recipe & Product Development / Menu Creative
Helping prove that you can have your cake- and ice cream too.
16
CAKES DEVELOPED15%
SALES INCREASE20K+
CELEBRATIONS
MADE Sweeter“The opportunity”
The Opportunity.
First established as Cones & Cream 37 years ago, Marble Slab is a fan-favorite creamery operating over 350 stores in 10 countries. When Marble Slab approached TCE in 2014, their ice creams were celebrated for their freshness and customizability, but increasingly their cake platform was overlooked by guests.
We set out to answer how a beloved ice cream shop can garner a following for a different dessert - one without scoop or cone?
Our Insights.
We flipped at the opportunity to live and breathe a project as delicious as this one. We became the experts in what was trending in the world of frozen treats. We concluded that consumers are looking for a cake offering that emphasizes novelty, mash-up flavors, and buzzworthy combinations- cakes that allow adults to participate as children, with a sense of discovery and anticipation.
As farcical as it might sound to ascribe an archetype to a cake, we did just that - ensuring that the 16 ice cream cakes that we designed for Marble Slab would each deliver the right amount of indulgence, enchantment, and nostalgia. From there, our team of in-house chefs perfected each cake, validating that the clever creative could be executed in Marble Slab’s site-specific conditions.
Our Results.
Internally, we identified that the metric of our success would be whether customers enjoyed eating the cakes as much as we enjoyed developing them. It appears we can give ourselves a sticky pat on the back because ice cream cake sales experienced a 15+% sales increase after launch, proving that you can have your cake- and ice cream too.
