Check out the 17 second mark of this commercial, where they flip the Dairy Queen Blizzard upside down.

That’s a real brand ritual that lives on in 2010. Because to this day, at any DQ in North America, if the staff have been trained right, they will flip the Blizzard upside down, just before handing it over, to prove how incredibly thick it is. Have a look at this other video showing how a Blizzard is made.

It’s one thing to say something is thick; it’s much better to prove it every day over 25 years with a ritual that Blizzard copycats can never top.