CP+B Breaks Through With a Helpful Unicorn In Its First Campaign for Ice Breakers

By Erik Oster 

CP+B launched a new campaign for Hershey’s Ice Breakers brand, its first work since being added to Hershey’s core agency roster back in January.

The anthem spot, titled “Anthem,” promises to “give you the boost you need/to take your awesome up to eleventy.”

We will assume that the horse’s name is also Anthem.

See, this isn’t just any one-horned horse…it is “the unicorn of your confidence.”

The press release reveals that the mythical creature was chosen since it’s “the spirit animal of Millenials” (yes, those are the words). But this horse, which we will continue calling “Anthem,” also represents unbridled confidence and a call to action from the brand for young people to “break through” their standard everyday moments.

What does this all mean? The :15 “Confidence” demonstrates the approach in question via a young woman negotiating vacation time with her boss. When she reaches for Ice Breakers she finds the confidence she needs to refuse to back down or obey The Man (with a little help from the unicorn).

In addition to the two ads, CP+B also launched a social initiative on April 9 built around the #NationalUnicornDay hashtag and also made use of the Twitter First View ad space.

We have a feeling the goofy character will be saddling up for awhile, so expect more “unicorn of your confidence” themed ads for the brand in the near future. Maybe future spots will tie that selling point a bit more closely to the product and the fresh breath that it (allegedly) delivers.


Client: Hershey
Agency: CP+B
Product: Ice Breakers
Campaign: Break Through

Chief Creative Officer: Ralph Watson
Creative Director: D’Arcy O’Neil
Associate Creative Director: Quinn Kathermann
Art Directors: Mackenzie Gire, Tyler Gonerka
Copywriters: Mariangela McMurray, Josh Shelton
Agency Producers: Aymi Beltramo, Jake Burnett, Rachel Noonan
Client Service Director: Danielle Whalen
Account Director: Kevin Sypal
Account: Neylu Longoria, Amy Denton
Social Strategy Director: Kristen Fox
Social Strategists: Jillian Hart, Devon Dickson
Planning Director: David Nottoli
Senior Planner: Brian O’Connell
Production Company: MJZ
Director: Craig Gillespie
Executive Producer: Emma Wilcockson
Line Producer: Martha Davis
Editorial: Plus Productions
Editor: Lawrence Young
Assistant Editor: James Bedford
Editorial Producer: Dre Krichevsky
VFX/Post Production: Method Studios
Executive Producer: Robert Owens
VFX Supervisor: Ben Walsh
Lead Flame Artist: Noah Caddis
Producer: Karena Ajamian
Telecine: Company3 LA
Telecine Colorist: Stefan Sonnenfeld
Telecine Executive Producer: Rhubie Jovanov
Music/SoundDesign/Mix: Beacon Street Studios
Musicians: Andrew Feltenstein, John Nau, Dewey Thomas
Executive Producer: Leslie DiLullo
Producer: Lindsey Lerman
Audio Mixer: Rommel Molina
Mix Producer: Erin Reilly