Dr. Shica’s Incrediwhip

From a sour reception to a sweet success

IncrediWhip is an old-fashioned whipped topping that competes in the whipped cream category. Both Walmart and Kroger stores were interested, but desired stronger branding. To gain the accounts, Incrediwhip needed to develop a strong brand identity, differentiating themselves from market leader Reddi-wip, and reposition their messaging to reach health-conscious audiences.

Emotionally, I wanted to help the brand position itself as being the solution to a bad-for-you industry without sacrificing the guilty pleasure appeal of whipped cream. I developed a new logo, packaging, and messaging that was loved by the retailers. Kroger and Walmart both began stocking the product and the company has had great success.

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