Ice Cream Yoga: Ben & Jerry's Inner Chill

  • Georgios Chiotis

How do you create an eye-catching (and mouthwatering) campaign that captures the attention of media, influencers and social? Deep inhale, long exhale, pint of ice cream - let’s go. I worked with Ben & Jerry’s to create Ice-cream Yoga as a fitness craze to hit Europe, making its so-cool-it’s-ice-cold debut in Spain. We found our inner chill by launching it with a sun-soaked session on the rooftop of the brand new Generator Madrid accommodation, initially with influencer sessions and later on with free public classes. The campaign generated awareness for the Madrid rooftop, as well as Spanish consumers, a new market at the time for Ben & Jerry’s.