Dreyer's focuses mainland brand offensive

Dreyer’s, which has not had a brand agency-of-record since its launch, will retain Publicis Beijing to handle local creative. With China’s ice-cream market growing by almost 10 per cent annually, Nestle is hoping to use Dreyer’s - which it acquired in 2003 - to help it grow its market share in the country.

At present, the market is dominated by Mengniu and Yili, with Nestle switching its focus to high-end products last year, where it competes with key rival Unilever. In addition to Dreyer’s, Nestle’s Mövenpick brand is aimed at the “super-premium” consumer segment.