Ice cream bonbons had been around for years, but Nestlé had perfected the product and wanted a moniker to match. They asked Lexicon to create a brand name that would also serve as a catchy, ownable form-factor name.
The name needed to be easy, playful, and current, but not risk sounding dated in the future. Dibs hit all these marks, and within half a year Dibs had earned more than $40 million in sales. More than a decade later, it is still the most popular ice cream product in movie theaters across North America.