Dairy Queen - Advertising

Advertising

For many years the franchise's slogan was "We treat you right." During the early and mid 1990s, the slogan "Hot Eats, Cool Treats" came into use and preceded the aforementioned line in the Dairy Queen jingle. In recent years, it has been changed to "DQ: Something Different." The new slogan, featured in early 2011, is "So Good It's RiDQulous," with Dairy Queen's current logo infused in the word 'ridiculous'.

In Texas, at the end of the advertisement, there is a Texas flag waving, and the Texas state with the new DQ logo and slogan below saying, "That's What I Like About Texas."

Dennis the Menace appeared in Dairy Queen marketing as a spokestoon from 1971 until 2001, when he was dropped because Dairy Queen felt children could no longer relate to him.

The advertising recently focused on a mouth licking its large lips, which later transforms into the present Dairy Queen logo.

In 2011, Grey New York produced outlandish spots featuring a dapper man, played by John Behlmann, sporting a moustache, performing crazy feats for Dairy Queen. After announcing tasty menu offers, he would do something outrageous, like blow bubbles with kittens in them, water ski while boxing, and break a piñata where Olympic gymnastics great Mary Lou Retton tumbles out. Currently, the same firm is making new commercials, even more outlandish than before. They start with odd situation titles, which have the DQ logo placed somewhere in them, like Gary DQlones Himself, Now That's A Lunchtime DQuandary! and After The DQonquest. All of them are narrated by a man who is British, or by an American who sounds that way.