Toyota implemented an unusual strategy to draw attention to a refrigerated compartment: selling ice cream. In collaboration with the American ice cream shop Graeter’s, the automaker launched a box containing ice cream sandwiches in the United States for $86, which is equivalent to approximately R$ 439 at the direct exchange rate, excluding shipping costs.
This price refers to the complete box of twelve units. The cost per serving is around R$ 37, a value considered high for ice cream, but significantly lower than expected.
The product, named Salted Caramel Chip Wheels, is a reinterpretation of an original Graeter’s recipe. It consists of two layers of chocolate cookie with chocolate chips, interleaved with salted caramel ice cream, and finished with sprinkles. The twelve sandwiches are individually packaged, weighing 113 grams each, and are available exclusively on the ice cream shop's website while supplies last.
This entire promotional move aims to boost sales of a feature present in the Sienna, Toyota's hybrid minivan in the United States: the FridgeBox. This refrigerated compartment is available in the top-tier Platinum version and has two functions: cooling and freezing, the latter being relevant to the campaign.
According to Owen Peacock, a Toyota executive, the refrigerated compartment provides families with a surprising way to make trips more enjoyable. The central argument is practical: it allows transporting ice cream in the vehicle without it completely melting before being consumed after family activities, such as children's soccer games.
The minivan often carries the reputation of a monotonous vehicle, a label that Toyota's American operation has never accepted. In 2010, the brand launched the 'Swagger Wagon' campaign, where a couple of parents presented a rap praising the car's qualities. More recently, in 2023, the Sienna:Remix concept was introduced, which included 60 speakers and a DJ cabin that revealed itself when the roof opened.
The ice cream sandwich follows this same line of reasoning: presenting an item the consumer did not request but serves to remind them of a feature they might not know about. It is important to note that the Sienna is not sold in Brazil, and the FridgeBox is only available in the Platinum configuration, which represents the most expensive model in the line in the United States.