Ben & Jerry’s: Carnival Tour
Los Angeles, CA; Boston, MA; Portland, OR; San Francisco, CA
Challenge
To create a celebration “For the Love of Ice Cream,” incorporating four recent product innovations and the social mission surrounding The Poor People’s Campaign for fans of Ben & Jerry’s around the country.
Approach
After re-launching Pint Slices with a pop-up carnival in the center of Hollywood, it was apparent that this unexpected, festive approach was loved by consumers, so we went even bigger. Taking the Ben & Jerry’s Carnival on the road, incorporating product sampling and just plain fun through a nostalgic, old fashioned carnival complete with a full branding package, picturesque carnival swing, lots of prizes, and, of course, free ice cream samples of four recent product innovations. This carnival popped up in iconic city hot spots throughout the US, catching passersby off-guard and rewarding them with a unique free experience for the whole family.
Results
Over 15,000 people attended the event in Boston, San Francisco, and Portland, taking to social media to express their gratitude and their love for ice cream—and, particularly, their love for the notion “If it’s not fun, why do it”—once spoken by Jerry himself.
