Ben & Jerry’s developed a new, delicious range of ice cream bars and asked us to introduce them to the world. We created the global platform to launch the bars across America and Europe. As life gets busier, our hands have never been so full. That’s why Ben & Jerry’s have put all of their chunks & swirls into a new handy format.
With new Ben & Jerry’s ice cream bars you can bite into your favorite ice cream while getting on with your hectic schedule. The world never stops and neither should your ice cream! Put a Stick in it is a rally call to get on with your life. You have errands to run, chores to finish, people to meet? Put a Stick in it. We developed a full creative guidelines for the campaign including direction for OOH, retail, digital and social.
We developed dozens of social scripts, focusing on the weird and wonderful things we can do while simultaneously eating your new ice cream bars.
These scripts were produced by Driven Studio and Ben & Jerry’s.
Organic content focused on the trying the new product, and highlighting the chunks.
We were challenged to create an early launch moment, prior to the global release of ‘Put a Stick in it’. We developed Droppin’ Bars : a live activation where Ben & Jerry’s would drop ice cream bars in exchange for musical bars.
We partnered with Michael Minelli, a huge personality within the world of freestyle rap. With his help, we would take our new bars to the streets of Venice Beach.
The idea was simple; we have new ice cream bars, if you have fresh musical bars. So drop some freestyle verses, and we’ll reward you!
We created a full brand campaign, including guidelines for the activation, merch and product design.
We partnered with Trigger House to develop a bespoke ‘Bar Cart’ that would follow Michael down the boardwalk.
On December 15th, with the help of Michael, Ben & Jerry’s dropped bars on Venice Beach.
Continuing the Ben & Jerry’s tradition of ‘Free Cone Day’, we extended the good vibes by creating a ‘Free Bar Drop’.
