Mekanism targets a particular demographic for Ben & Jerry’s with its online spot promoting the brand’s new BRRR-ito, which rolls out April 20th.
The spot drops some not-so-subtle hints (in addition to the release date) as to who the brand expects to enjoy the product, picturing a room full of young guys staring at a screen of an ice cream sandwich with their eyes glazed over. A girl wearing a pink Ben & Jerry’s shirt rushes to the rescue, throwing the BRRR-ito at the screen, which causes the room to fill with smoke, followed by a message promising the new item will show fans “why 4.20 will be exactly like 4.20.” While the spot (which also manages to reference Apple’ iconic “1984” ad) won’t exactly win points for subtlety, Mekanism and Ben & Jerry’s certainly seem to have crafted the campaign to appeal to a certain subgroup of the millenial audience. The spot will also be shared on the brand’s social channels, and the agency also worked on POS in Ben & Jerry’s Scoop Shops as well as t-shirts promoting the new product.
Credits:
MEK
CEO/President: Jason Harris
Creative Director: David Horowitz
Head of Production: Kati Haberstock
Producer: Michael Rushton
Senior Brand Manager: Cassie Jackson
Associate Director Brand Management: Caroline Moncure
Head of Strategy: Eric Zuncic
PRODUCTION CREDITS
Production Company: Sister
Directors: Justin Plummer and Martin Strauss
DP: Spenser Nottage
EP: Thorsten Hoppenworth
Producer: Alun Lee
Food Stylist: Randy Mon