BREYER'S ANTI-AGING CREAM
Integrated Campaign – Digital, Social, Earned, Paid, OOH
ROLE
Creative Lead, Lead Art Director, Copywriter
DREAM TEAM
ECD: Megan Skelly
Creative Director: Schuyler Higgins
ACD Copywriter: Benji Shaw
Art Director: Amera Lulu
Designer: Kyler Cernicky
Photographer: Sarah Silverman
Producer: Alicia Calabrese
THE NEWEST ANTI-AGING INNOVATION IS IN THE FREEZER AISLE
We live in a world obsessed with looking younger — to the tune of $9 billion a year. From collagen powders to $200 wrinkle creams, people 55+ are constantly sold the idea that aging well means giving up anything fun… especially dessert.
We turned Breyers CarbSmart, a low-carb ice cream for the 55+ crowd, into the first ever Anti-Aging Cream designed to prove that aging well isn’t about how you look — it’s about how you feel.
No retinol. No regrets. Just joy, cleverly disguised as skincare.
We brought back the ageless Bernadette Peters — 76 and glowing — to reprise her iconic ‘90s Breyers ads. But this time, she wasn’t just lifting a spoon — she was lifting the entire anti-aging conversation.
We spoofed beauty industry tropes: Times Square billboards, glammed-up product shots, and faux-clinical claims about being the latest innovation in anti-aging.
We struck a cultural chord:
📈 +18pt lift in awareness and intent
📣 2.3B media impressions
💬 Viral love from Broadway stans to beauty editors alike
We didn’t just move product. We moved perception — proving that when it comes to aging well, you don’t need a serum, you just need a spoon.
We didn’t just spoof a category.
We broke the internet with a spoon —
and earned 2.3 billion reasons to rethink anti-aging.
