Work / Campaign / #chooseicecream

Project Year: 2020

Partnering Ben & Jerry’s and Centre for Humane Technology, this joint marketing campaign aims to raise awareness and promote healthy social media usage.

With Ben & Jerry’s family-oriented voice, this campaign is targeted to parents with children aged 9-18 years old, with the aim of parents being more aware of their children’s social media presence and usage.

Phase 1 of marketing campaign

Educational marketing posters

In store experience

Supermarket point of purchase & packaging

Mall posters & vending machine in places with high traffic of target audience

Phase 2, social media marketing

Using a sinister tone of voice to showcase a different side of this campaign. Warning target audience of the dangers of social media.

Phase 3, social media marketing

Getting advice from other consumers on educating their children on their social media usage. Linking this whole campaign back to Ben & Jerry's ice cream, where the product can be used to ease conversations.