Integrated brand experience.
The all-natural Brooklyn ice cream brand,
strives to make the world a sweeter place through its positive impact initiatives and organic roots.
In order to bring to life these authentic values and hero this great tasting product, we needed an integrated brand experience that moved away from the obsession with culinary images towards what matters right now: the people behind the brand and how they choose to eat it!
We created the Summer #Tongues campaign,
which was an integrated brand experience designed to capture the faces of local customers and staff, showcasing the real, happy humans who love the taste of Blue Marble ice cream.
It was a playful celebration of the community’s diversity and ongoing loyalty, which focused in on the mouths and the fun of tongues, after a year of having to hide them. The tagline ‘made responsibly, enjoyed recklessly’ was introduced, to communicate the sentiment of the brand and campaign.
The work spanned social, influencer marketing, digital, experiential, in-store and media buying, alongside an exciting new partnership between Blue Marble and Harlem-based youth organization, The Brotherhood Sister Sol. The N’ice Cream Truck tour visited the charity’s headquarters and toured the boroughs of New York throughout the summer.
Users reached across New York – significantly increasing brand awareness.
Post engagement actions taken – drive to store, brand website or online purchase.
Free scoops sampled and quality F2F interactions across Manhattan & Brooklyn – further driving footfall to stores.