Hasta La Creative!

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 CREDITS                                                                                                                                                                                                                                         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