Crunch Pie was launched in 1991. Back then, the majority of ice cream bars on the market were simply made of vanilla-flavored ice cream covered with a crunchy layer of chocolate and spread with peanut topping at best. To create new ice cream bars and to satisfy the consumer preference for “more filling” and “rich texture,” …
Crunch Pie was launched in 1991. Back then, the majority of ice cream bars on the market were simply made of vanilla-flavored ice cream covered with a crunchy layer of chocolate and spread with peanut topping at best. To create new ice cream bars and to satisfy the consumer preference for “more filling” and “rich texture,” Crunch Pie entered the market as a sandwich-like ice cream bar covered with crunchy chocolate coating. While the three-layer combination had never existed before, Crunch Pie successfully attracted consumers and became an irreplaceable product among all ice cream bars.
With respect to brand management, Crunch Pie has managed to surprise consumers when launching a new product. Each year, the brand injects tens of millions of dollars into TV commercials, plans diverse marketing activities focusing on the product’s uniqueness, and grasps every chance to collaborate with other industries so that the brand can be exposed on different platforms. The confidence, youth, brightness, creativity, and abundant unique features of Duroyal are portrayed in diverse manners. In the earlier TV commercials, super model Lin Chi-Ling was the main endorser, and with the humorous slogan “coffee, tea, or me,” the product was instilled with distinctiveness and style. The trendy street dance and inline skating were also used in promoting this product line. Even the famous Harley Davidson motorcycles were used in marketing Crunch Pie, not to mention computer animation, virtual characters and a robotic dog.
In 2013, Crunch Pie was further upgraded to “4 layers”, and the brand was granted a utility model patent. In 2018, the quantity of Crunch Pie ice cream bars sold can wrap around the Earth 1.8 times. Crunch Pie has a high status that other ice cream bars or brands cannot surpass."
