Ben & Jerry’s had a problem. Fans loved their pints, but they wouldn’t dream of sharing them. Instead they would buy a Ben & Jerry’s for ‘me’ and a competitor’s share tube for ‘we’. So they created Scoop-apalooza, their first ever made-for-sharing ice cream. They tasked us with convincing fans to share.

For Ben & Jerry’s fans the idea of sharing their ice cream was ridiculous! So we decided to keep things simple, developing a content series aimed at educating people on where, when and how to share.

We partnered with content creators to further explore our ‘Made for Sharing’ platform.

Judging by online reaction, we still have work to do convincing fans to share!

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