BEN & JERRY'S
BEN & JERRY'S
Ben & Jerry’s recently launched “Scoop-a-palooza” tubs of ice cream — intended to please crowds of B&J lovers.
Insight: Gen Z doesn’t romanticize eating a pint of ice cream solo on the couch — that feels sad and outdated. Instead, they lean toward shared experiences: themed nights in, friend hangouts, and collective rituals (think: wine nights, friends-giving, watch parties). The rise of “social snacking” means traditional B&J moments are being replaced by parlor visits, cafés, and shareable dessert experiences — not good for at-home tub sales.
Solution: Launch a multi-channel campaign targeting Gen Z women that frames Scoop-a-palooza as the ultimate social snack. By positioning these tubs as the centerpiece of modern friend rituals, B&J aligns directly with Gen Z’s existing behavior.
We’ve seen the formula work across categories: wine night, book clubs, charcuterie boards, even “podcast nights.” The common thread? Food + friends + conversation = culture. Scoop-a-palooza taps into this same dynamic, becoming the go-to treat for gossip nights in, sleepovers, and kickbacks.
“Chill your Spill.”
OOH:
Copy that speaks directly to Gen-Z women with cheeky insights that lean into gossip & drama sure to be heard at laid-back social gatherings. Art Direction geared towards Gen-Z women.
Copy: Quick-read, Satisfying “get”, CTA
Graphic: Scrapbook style, Use case demo, Product/Logo,
Gold Spoon & Matching PJ set = worthy of a story post.
Micro Influencer Kit:
Digital: TikTok, Instagram Reels, Snapchat Spotlight.
Influencer: Lifestyle + college creators, story-time, GRWM, micro influencers.
Hashtag: #ChillYourSpill.
Influencer Seeding:
Mail branded influencer kits: a Scoop-a-palooza tub, gold spoons, gossip card deck.
Encourage unboxing and reaction content.
Spill Cards:
Set influencers up for success with gossip as gameplay — capture reactions, laughs, and organic “wait WHAT?” moments. Encourage both group context social content, as well as, solo “story time” content.
Micro Influencers:
By buying only small creators with tight-knit & loyal audiences the campaign maintains an organic feel. While other brands target the mainstream podcasters & influencers, B&J’s creates natural brand presence in the use case and avoids feeling like an unnatural product placement.
Female lifestyle creators continue their normal content style, unique to each creator — yet similar in overall format, while implementing unboxing of kit, showcase of cards, and product consumption. Similar to how many creators do their makeup, cook food, or “get ready” while giving updates/stories regarding their life.
UGC:
Small creators/casual posters hop on the trend, suggest it as a social activity in group chats & recreate content they’ve seen — unpaid media generation.
UGC & Social Reaction:
Unpaid Media / Press Reaction:
