Ben & Jerry’s - Campaign Launch

Meet your new summer fling. Ben & Jerry’s enters the villa with #CasaSmore, a cheeky new flavor that’s just here for a good time, not a long time.

Objective: Promote new limited addition Ben & Jerry’s x Love Island ice cream flavor

  • Social Platforms for Promotion: Facebook, Instagram, TikTok X (Twitter), YouTube

  • Content Strategy

    • Short Form Video: Influencer led short-form videos to run organically on Instagram, TikTok, and YouTube. Also to be utilized on YouTube, TikTok and Meta Ads

      • Cross promotion from Love Island and Ben & Jerrys Accounts

    • Commercial: For placement on Peacock and YouTube

    • Hashtag Strategy: #CasaSmore #LoveIslandxBenJerrys

  • Demographics

    • Ages: 19-40

    • Gender: Women.

Mood Board

Strategy & Promotion

    • Theme Ideas

      • “Whether you’re sharing a spoon (Serena and Kordell or Leah and Miguel) or need a good cry (Kaylor), this flavor is everyone’s type on paper.”

      • “My head’s been turned” - I’ve always been loyal to fudge brownie, but with this new bombshell…I think my head’s been turned

    • Iain Sterling for Voiceover

    • Placement: Peacock, Social Media (Meta Ads, YouTube Ads)

    • Gauge interest amongst the final Love Island Season 6 contestants.

      • Top Choices:

        • Serena & Kordell: “I’m cracking on,” Video. Serena says that she’s cracking on, Kordell is upset and then realizes she means that she’s cracking the hardened topping of the ice-cream.

        • Leah & Miguel: Spoon feeding each other Casa S’more ice cream while overly-accurate music plays. Lyrics along the lines of “I think I might be in love, but maybe it’s just this ice cream talkin’.”

      • Second Choices:

        • Jana & Kenny: Same as Leah and Miguel’s

        • Kaylor: “Faaaauuuuk,” (Her signature) “This ice cream is really good.”

      • Kendall & Liv would be alternates

    • Deliverables: 1 short form video each (or for each couple) to be posted as collaborations on Instagram and TikTok (Also used as ads), 1 photo per person to be posted as collaborations on Instagram.

  • Aftersun reactions: During the 2nd week of Love Island, Maura Higgins and the crew will do their usual recap while eating the new limited edition flavor of Ben & Jerry’s ice cream, Casa S’more. This will also include a brief callout describing the ice cream as, “A brand new bombshell that might just be every girl’s dream.”

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