As part of the campaign, Snapchat users are invited to scan individual and multi-packs of the new Cookie Dough Peace Pop, which will open up an AR lens transporting them to a summer experience.
Through the lens, users will enter the Ben & Jerry's Festival where they can enjoy ice-cream vans, sunshine and a live performance from “Woody” (Ben & Jerry's cow). If they turn the lens around, an array of 80s retro looks can be experimented with.
The campaign was created in partnership with Mindshare Global and aims to drive awareness of the brand to a Gen Z audience.
The activation goes live in the UK and Germany this week and will run into May. More campaigns will follow throughout the summer.
“We love our ice cream as much as our fans do, and we’re always looking for fun ways to bring its euphoric taste to life. We can’t wait to hear what our fans think of this new augmented reality festival experience that we’ve created with Snapchat" said Global Media Manager of Ben & Jerry's, Gina Procaccio.