HERSHEY’S ICE CREAM SHOPPE
In the summer of 2020, we helped launch Hershey’s new innovation, ice cream flavored candy bars.
Believe it or not, these candy bars actually do taste like ice cream. They taste so much like real ice cream that we had to be very clear in our message and tell people that it’s not actually ice cream, but it tastes just like it.
It’s Not Ice Cream
We used all the language, textures, and visual cues of real ice cream to get people craving ice cream when they saw our content.
Scream for Ice Cream Snapchat Lens
We created a Snapchat lens where users could literally scream for ice cream. A noise meter measured their screams and when they screamed for ice cream, we sent samples of our ice cream candy bars.
Page Takeover
We took over the Hershey’s instagram page to showcase our new candy bars and make sure our followers know, these bars aren’t ice cream, but they taste just like it.
Client: Hershey’s Canada
Creative Directors: Jason Kerr, Marko Pandza
Copywriter: Greg Seles
Production: Unreasonable, Snapchat
Photography: Vicky Lam
