The first-ever dog ice-cream parlor, born in a Philadelphia dog park.
A frozen treat for dogs is an easy product to explain and a hard one to get people to try. Dogsters needed a reason for owners to stop, sample and remember the name at the freezer aisle. MELT built an owned event platform — Bark in the Park, the Dog Derby, park-side pool activations — and hung the retail program off it. Formats repeat city to city, with custom builds designed for dogs first: shade, water, non-slip flooring, low counters, and content capture built into the footprint, because the dog is the creative. Sampling paired with freezer-aisle displays in the same market, plus a mobile truck for markets without an event window. Three consecutive years of programming across multiple markets, with an event format the brand now owns rather than rents.
