Dairy Queen’s Blizzard Storms Omaha

Dairy Queen is the most recognizable consumer brand owned by Berkshire Hathaway and CEO financier and mega-investor Warren Buffett. Now a $600-million sub-brand in itself, the tasty, swirled ice-cream Blizzard treat is the subject of a promotional spring and summer tour featuring a “Blizzard Mobile.”

The blitz coincides with the nationwide rollout of Dairy Queen’s new Mini Blizzard, about half the size of its smallest regular blizzard. Mini Blizzard, of course, is meant to appeal to those who can’t resist the treat but want to watch their calorie intake.

The plan is for the vehicle – and the Blizzard anniversary tour – to make its sixth stop in Nebraska at the Berkshire Hathaway annual meeting. The Blizzard Mobile began its 25-city trek in Milwaukee on April 1, proceeded to New York for some media exposure on Fox and Friends and other shows, stopped in Washington, D.C., on Tax Day, and also has been in Kentucky and St. Louis.

But Michael Keller, Dairy Queen’s CMO, told Brandchannel that the Blizzard Mobile may generate the most buzz yet by dropping in at Buffett’s meeting.

Dairy Queen is a corporate exhibitor there, and the vehicle will be parked on the show floor as well, handing out Mini Blizzards to all comers as the Blizzard Mobile’s “emcee,” Chad Smith, works the crowd.

“Our hope is that we can have Warren interacting with the Blizzard Mobile and have it cause a stir [at the meeting] before it goes onto its next stop,” Keller said.
There’s no evidence that Buffett wants to turn Dairy Queen from a “hold” to a “sell” for Berkshire Hathaway. All Keller wants to hear the Sage of Omaha say this weekend is, “Eat.”