How Ben & Jerry's Advertises on Meta

# Ad summary A cone of Ben & Jerry's ice cream is displayed in front of a Ben & Jerry's storefront. The ice cream cone is held by a woman with light pink nail polish and a light blue sleeve. # Brand positioning Ben & Jerry's is presented as an iconic, established ice cream brand. The ad highlights the brand's presence in physical storefronts, suggesting a focus on community and local experiences. The packaging includes imagery that promotes an earth-friendly brand. # Product The advertised product is Ben & Jerry's ice cream served in a waffle cone, held in a paper cone wrapper. The waffle cone is a light brown, ridged cone. The ice cream is a single flavor, a light brown color, served in two scoops. The wrapper is green with white print that includes the phrases "It's Rooted in Vermont", "Caring Dairy", and "committed to a livable future". The wrapper also has a globe image printed on it. # Visual style The ad utilizes a bright, studio-shot aesthetic with a shallow depth of field to keep the focus on the product. The lighting is soft and natural, and the color palette is warm and inviting. The background is slightly blurred to emphasize the ice cream cone. # Hooks Headline: None used # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used # Benefits - None used # Features - Ice cream - Waffle cone - Paper cone wrapper # Call to action None used. # Social proof - None used. # Point of view - Customer: The POV of the hand holding the ice cream cone places the viewer in the position of a customer ready to enjoy the product. # Storyline - The hand holding the ice cream cone is the focus, telling the audience from the perspective of someone about to enjoy their ice cream. - The Ben & Jerry's storefront in the background adds context, suggesting where the ice cream came from as a story from the brand's perspective.

# Ad summary This ad showcases Ben & Jerry's Honey Graham Latte Ice Cream. The ad starts with an employee asking if the viewer likes their coffee cold, sweet, and loaded with creamer, implying that if they do, they'll like the new ice cream. Then the ice cream is prepared and shown in a cone. # Brand positioning Ben & Jerry's is presented as a fun, approachable ice cream brand that caters to those with a sweet tooth. The brand isn't shown taking itself too seriously; it sells an indulgence that is meant to be fun and delicious. The ad emphasizes the brand's focus on creating unique, playful, and flavor-forward products. The brand positions itself as an ice cream that brings happiness to the consumer. # Product Ben & Jerry's is advertising their Honey Graham Latte Ice Cream. This flavor aims to capture the essence of a sweet, creamy, cold coffee drink in ice cream form. The ad implies that this product is for consumers who enjoy sweet, indulgent flavors, especially those who love coffee-based treats. The ad does not mention any specific ingredients or features beyond the flavor profile. The key USP is the novel combination of honey graham and latte flavors, positioning it as a unique and delicious treat. # Visual style The ad has a bright and cheerful aesthetic with a clean, polished commercial feel. The editing style includes quick cuts to keep the pace moving. The visuals are closely synced with the music. The production quality is high, with clear shots of the product and a professional presentation. # Hooks Spoken: Do you like your coffee cold, sweet, and loaded with creamer? Text overlay: Do you like your coffee cold, sweet, and loaded with creamer? Visual: 00:00–00:01: A Ben & Jerry's employee with blonde hair, wearing a black Ben & Jerry's hat and a black t-shirt, smiles at the camera from behind the counter. In the background, there is a menu board with ice cream flavors and images. The camera is stationary and at eye level. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The ice cream offers a novel and indulgent way to enjoy the flavors of honey graham and latte, providing a unique twist on traditional ice cream flavors. - If you like your coffee cold, sweet, and loaded with creamer, you'll like the new Honey Graham Latte Ice Cream # Benefits - Enjoy your favorite coffee flavors in ice cream form - Cold, sweet, and creamy treat # Features - Honey Graham Latte Ice Cream # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is from the brand's official perspective, showcasing its product and inviting viewers to try it. # Storyline - 00:00–00:01 A Ben & Jerry's employee smiles at the camera and asks a question to the viewer. - 00:01–00:03 The ad transitions to an employee stacking waffle cones. - 00:03–00:04 The ad shows an employee scooping the Honey Graham Latte Ice Cream. - 00:04–00:06 The employee places 2 scoops of ice cream into a waffle cone. - 00:06–00:09 The employee hands the ice cream cone to the customer, implying that the ice cream is available for purchase. - 00:09–00:12 The ad shows a shot of the ice cream in front of a blue and white cloud background with text displaying the product name.

# Ad summary This ad shows how Ben and Jerry's ice cream can be used to make a cookie ice cream sandwich. # Brand positioning Ben & Jerry's ice cream positions itself as a premium, indulgent treat with a focus on unique and playful flavor combinations. The brand has a reputation for quality ingredients and ethical sourcing, appealing to consumers who value both taste and social responsibility. The brand aims to occupy a space in the consumer's mind as a fun, slightly unconventional ice cream that offers a more exciting experience than standard flavors. # Product The ad features Ben & Jerry's Chocolate Chip Cookie Dough ice cream, a vanilla ice cream with gobs of chocolate chip cookie dough. The ad shows how to create a dessert with it, with the ice cream disc being sandwiched between two chocolate chip cookies, which is then rolled in rainbow sprinkles. The ad presents the product as a versatile treat. # Visual style The ad's visual style is bright and cheerful, with a clean aesthetic and a focus on showcasing the ingredients and the final product. The editing is quick, with cuts timed to the upbeat music, giving it a fast-paced and engaging feel. The production quality is high, with clear lighting and close-up shots that highlight the textures and colors of the ice cream, cookies, and sprinkles. # Hooks Text overlay: 00:00–00:13 Did you know you can just... Visual: 00:00–00:02 A close up of a container of Ben & Jerry's ice cream as well as a display of chocolate chip cookies on a white marble counter. A green plant sits in the background. Text overlay: "Did you know you can just..." # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used # Benefits - None used # Features - Vanilla Ice Cream with Gobs of Chocolate Chip Cookie Dough # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad features a customer making an ice cream cookie sandwich. # Storyline - 00:00–00:07 00:00–00:07 A hand places two cookies on a plate, followed by a sliced piece of Ben & Jerry's ice cream, making an ice cream sandwich. - 00:07–00:12 00:07–00:12 The completed ice cream sandwich is shown being rolled in rainbow sprinkles. - 00:12–00:13 00:12–00:13 The completed ice cream sandwich is then shown on a plate.

# Ad summary This ad features a Ben & Jerry's ice cream delivery by a person in a cow costume. The video uses a home security camera perspective to highlight the unexpected and humorous nature of the delivery. # Brand positioning Ben & Jerry's is presented as a fun and quirky brand, known for its ice cream but also its unexpected and playful marketing. The brand seems to value standing out from competitors by delivering memorable and unusual experiences. This is emphasized by the cow costume and the 'strange' delivery, creating a sense of humor and surprise. Ben & Jerry's aims to occupy a space in the consumer's mind as a brand that doesn't take itself too seriously, prioritizing fun and memorable moments. # Product The product advertised is Ben & Jerry's ice cream, implied as a deliverable item. The ad doesn't explicitly mention flavors or varieties, focusing instead on the experience of receiving the product. The delivery itself is presented as a USP, emphasizing the brand's unique and memorable customer experience. While purchase barriers aren't directly addressed, the lighthearted tone and unexpected delivery method position the brand as fun and accessible, potentially overcoming hesitation related to cost or convenience. The brand is not just selling ice cream, but an enjoyable and shareable experience. # Visual style The ad has a raw, UGC feel due to the security camera perspective and static shots. The production quality is simple, supporting the intended tone of authenticity and humor. The editing style consists of static shots with simple cuts, enhancing the observational nature of the video. The pacing is slow and steady. # Hooks Text overlay: 00:00–00:19 We got the strangest ice cream delivery this afternoon… Visual: 00:00–00:02: Static shot from a security camera mounted above a front door, looking down on a driveway and street. A Ben & Jerry's branded van pulls up to the driveway. The van is light blue with illustrations of cows and clouds. To the right of the van is a red car parked. A person in a full cow costume exits the van and walks towards the house. The setting is a suburban neighborhood on an overcast day. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Unique delivery experience (emphasized through the cow costume and "strangest" claim). # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is from the perspective of a homeowner observing the delivery through their security camera. # Storyline - 00:00–00:02 00:00–00:02: The video starts with a static shot from a home security camera, showing a Ben & Jerry's delivery van pulling up to a house. A person in a full cow costume exits the van, setting the stage for an unusual delivery experience. The message conveyed is one of intrigue and humor, hinting at something unexpected about to happen. - 00:02–00:07 00:02–00:07: The cow-costumed person walks towards the house, carrying a blue insulated delivery bag. This reinforces the initial intrigue, as the person's unusual attire combined with the standard delivery bag creates a humorous contrast. The perspective remains from the security camera, maintaining an objective, observational tone. - 00:07–00:16 00:07–00:16: The delivery person pulls out a Ben & Jerry's branded paper bag, further emphasizing the brand. The act of showing the branded bag reinforces the focus on the unique delivery and branded experience. They walks towards the door and then out of frame as the car pulls away. The perspective stays consistent, maintaining the observational tone.

# Ad summary This ad shows a simple recipe for creating peanut butter cup ice cream bites using chocolate, Ben & Jerry's Peanut Butter Cup ice cream, and sea salt. # Brand positioning Ben & Jerry's is presented as a mainstream ice cream brand offering premium flavors. The ad focuses on their Peanut Butter Cup flavor, implying a fun and indulgent experience. The brand does not directly promote values or lifestyles, but aligns with the idea of enjoying treats and creative recipes. The brand is positioned as accessible, encouraging consumers to create their own version of the product. The ad maintains a functional approach by showcasing how to create a dessert using the brand's ice cream. # Product The ad features Ben & Jerry's Peanut Butter Cup ice cream, which is described on the container as “Peanut Butter Ice Cream with Peanut Butter Cups.” The product is shown being used as the filling for homemade peanut butter cup bites. The ad emphasizes the versatility of the ice cream, showcasing it as an ingredient for a DIY dessert. The use occasion is at-home dessert preparation. The unique selling proposition is the combination of Ben & Jerry's ice cream and the homemade peanut butter cup concept, which differentiates it from standard desserts. # Visual style The ad has a clean, bright aesthetic with a focus on the dessert preparation process. The editing style consists of quick cuts to show each step of the recipe. The production quality appears to be a polished commercial with clear visuals and well-lit shots. The pacing is moderate, with cuts timed to match the steps of the recipe. The audio and visuals are synced well. # Hooks Text overlay: 00:00–00:01 / PB cup inception Visual: 00:00–00:01: A hand holds up half of a homemade peanut butter cup, which has been broken in half to show the layers of chocolate and ice cream filling. It is being held up to the camera so that it fills the shot. There are other completed peanut butter cup ice cream bites on a yellow plate. A container of Ben & Jerry's Peanut Butter Cup ice cream is blurred in the background. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Use Ben & Jerry’s peanut butter cup ice cream to make peanut butter cup inception treats. # Benefits - A fun and creative way to use Ben & Jerry's ice cream to make a new dessert. - Unique peanut butter cup ice cream bites # Features - Ben & Jerry's Peanut Butter Cup Ice Cream # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire video is demonstrating the brand’s product can be used to create a unique snack. # Storyline - 00:00–00:01 00:00–00:01: The ad opens with a close-up of a peanut butter cup ice cream bite that has been broken in half to show the layers of chocolate and ice cream filling. The intention is to immediately draw the viewer in with an appealing dessert. The perspective is from an observer. - 00:01–00:04 00:01–00:04: Next, the shot transitions to a workspace featuring a blue silicone mold and a bowl of melted chocolate. A hand holding a spoon is shown filling the mold with the chocolate. The perspective is from an observer, and the intention is to show the first step in the recipe. - 00:04–00:06 00:04–00:06: The ad shows a container of Ben & Jerry's Peanut Butter Cup ice cream being held up to the camera. The top of the container is shown, highlighting the ice cream itself. The perspective is from an observer, showing the next ingredient. - 00:06–00:08 00:06–00:08: The next step is shown, where the chocolate molds are filled with the Ben & Jerry's Peanut Butter Cup ice cream. The perspective is from an observer, showing the next step in the recipe. - 00:08–00:11 00:08–00:11: A close-up shows the individual molds being filled with ice cream. The perspective is from an observer, showing the next step in the recipe. - 00:11–00:13 00:11–00:13: Melted chocolate is used to cover the ice cream. The perspective is from an observer, showing the ice cream filling covered with chocolate. - 00:13–00:14 00:13–00:14: The tops of the peanut butter cup ice cream bites are sprinkled with sea salt. The perspective is from an observer, showing the finishing touch being added to the treats. - 00:14–00:15 00:14–00:15: Text overlay reads “FREEZE”. The perspective is from an observer, instructing the viewer to freeze the treats. - 00:15–00:18 00:15–00:18: The ad shows the final product: a plate of peanut butter cup ice cream bites. One is broken in half to reveal the layers of chocolate and ice cream. The perspective is from an observer, showcasing the completed treat.

# Ad summary The ad features a Ben & Jerry's ice cream delivery by a person in a cow costume. # Brand positioning Ben & Jerry's is presented as a fun, quirky, and playful brand, known for its ice cream and distinctive packaging. The brand's ice cream delivery service is highlighted, creating an experience that stands out from typical food deliveries. The tone is lighthearted and humorous, aligning with a lifestyle that embraces unique and enjoyable moments. The brand is not afraid to be unconventional, as evidenced by the cow-themed delivery person and emphasizes creating memorable experiences. # Product The product being advertised is Ben & Jerry's ice cream delivery. The delivery is brought to the door by a person dressed in a cow costume. The ice cream is delivered in a blue insulated bag, and a brown paper bag with the Ben & Jerry's logo is also handed over. The ad doesn't specifically mention any features or ingredients, but it implies that the product is high-quality ice cream worth trying. The USP is the fun, unexpected experience of getting ice cream delivered in a unique way. The delivery service is presented as a way to make any day more exciting and memorable. # Visual style The ad has a casual, UGC-style aesthetic with a doorbell camera perspective. The editing style consists of static shots with smooth transitions, emphasizing the real-time aspect of the delivery. The production quality is simple and unpolished, giving it an authentic feel. The pacing is consistent. The focus is on capturing the unexpected delivery moment as it unfolds, contributing to the overall humor and surprise. # Hooks Text overlay: 00:00–00:19 We got the strangest ice cream delivery this afternoon.... ‟ Visual: 00:00–00:03 Shot from a doorbell camera on a white-sided house, overlooking a driveway on an overcast day. A light blue Ben & Jerry's van, decorated with cartoon cows and clouds, pulls into the driveway next to a maroon SUV. On the left is a patch of grass with some dirt. In the background are other houses on the street. The camera is stationary, providing a wide view of the scene. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The ad highlights that the value proposition is not just about the ice cream, but about the unique and enjoyable experience of the delivery itself. # Benefits - Fun - Playful - Memorable experience # Features - Ice cream delivery # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is shot from the perspective of a doorbell camera, implying the experience of a customer receiving a Ben & Jerry's ice cream delivery. # Storyline - 00:00–00:03 00:00–00:03 The video begins with a text overlay stating "We got the strangest ice cream delivery this afternoon..." as a Ben & Jerry's van pulls into the driveway. This sets the stage for an unusual and humorous delivery experience. - 00:03–00:11 00:03–00:11 A person in a full cow costume approaches the door, carrying a blue insulated bag and a brown paper bag with the Ben & Jerry's logo. The perspective shifts to that of a doorbell camera, providing a first-person view of the delivery, emphasizing the surprise and uniqueness of the situation. - 00:11–00:19 00:11–00:19 The cow-costumed person walks away. This concludes the delivery scene, reinforcing the ad's message about Ben & Jerry's offering a memorable and fun experience.

# Ad summary The ad gives viewers a glimpse into the making of promotional content for Ben & Jerry's new Sundae flavors. It starts with a POV shot of setting up the scene, followed by shots of the artistic process behind capturing the perfect image, and it ends with close-ups of the ice cream flavors. # Brand positioning Ben & Jerry's is presented as a fun, creative brand that prides itself on the art of ice cream creation. The ad positions them as a brand that goes the extra mile to create visually appealing content. The brand aligns with a playful, behind-the-scenes tone, showing the work and effort put into presenting their products in the most appealing way. This approach pushes against the norm of simply showcasing the final product, instead emphasizing the process and artistry behind it. The brand positioning is both functional, highlighting the new flavors, and emotional, creating a sense of appreciation for the craftsmanship involved. # Product The ad features Ben & Jerry's new Sundae flavors. It shows the containers of ice cream and the process of creating the images. The ad showcases Straw-Bae Shortcake, Mocha Mood Pie, and PB Blondie Barl. The Straw-Bae Shortcake is described on the container as Sweet Cream Ice Cream with Strawberry Swirls & Shortcake Pieces, Topped with Superfine Cookies & Shortcake Streusel and Whipped Topping & Strawberry Pieces. The Mocha Mood Pie is described as Chocolate Cold Brew Ice Cream with Chocolate Cookies & Chocolate Cookie Swirls, Topped with Fudgy-filled Whipped Topping & Fudge Chips. The PB Blondie Barl is described as Peanut Butter Ice Cream with Blondie Brownies & a Salted Caramel Core, Topped with Caramel Swirls, Mini Peanut Butter Cups, and Peanut Butter Blondie Pieces. The ad aims to make the viewer want to try or buy the featured flavors. # Visual style The ad has a hybrid visual style, combining a UGC feel with polished commercial shots. The editing style includes quick cuts and static shots. The production quality varies from behind-the-scenes to studio-quality close-ups, which supports the intended tone. The pacing is consistent throughout, creating a steady flow. The transitions are smooth, enhancing the professional yet approachable feel of the ad. # Hooks Text overlay: 00:00–00:03 POV: Making content for our NEW flavors Visual: 00:00–00:02 A person is setting up a camera in a studio-like environment. In the foreground there is a white table with cut strawberries, shortcake bites, and a pint of Ben & Jerry's Straw-Bae Shortcake ice cream. The person is wearing a dark long-sleeve shirt. The camera is on a stand, pointed toward the products on the table. The background is a red brick wall with studio equipment. / 00:02–00:03 A man adjusts a light on a stand in a studio. He is wearing a dark long-sleeve shirt and light-colored pants. The table with the ice cream and ingredients is in the background. A white backdrop is on the right. The camera is steady. # Funnel stage Consideration # Pain points None used. # Value propositions - New Sundaes flavors are out now! - Suggests freshness and availability. # Benefits - None used # Features - NEW Sundaes flavors # Call to action NEW Sundaes flavors are out now! # Social proof - None used. # Point of view - Customer 0% – No customer POV is present in this ad. - Brand 95% – The ad is primarily told from the brand's point of view, showcasing the content creation process for its products. - Expert 0% – No expert POV is present in this ad. - External source 5% – An employee gestures with a thumbs-up, providing a brief outside validation of the product. # Storyline - 00:00–00:03 00:00–00:03 The ad begins with a first-person perspective shot of the setup for content creation, with the text overlay indicating the content is for new flavors. This is intended to draw the viewer into the behind-the-scenes process and introduce the theme of the ad from the perspective of the brand's content creators, using a trending POV format and setting a casual tone. - 00:03–00:07 00:03–00:07 The ad displays a series of shots showing cameras pointed at ice cream products. The text overlay reads "The artistic process...", which frames the creation of advertising visuals as a creative endeavor. This shifts the audience to the brand's perspective, emphasizing the effort and skill involved in producing high-quality imagery for the product. A person is shown giving a thumbs-up, conveying enthusiasm and confidence in the artistic work. - 00:07–00:12 00:07–00:12 The ad transitions to close-up shots of the new ice cream flavors, surrounded by relevant ingredients, such as strawberries and coffee beans. The text overlay reads "The art," reinforcing the idea of ice cream creation as an art form and highlighting the visual appeal of the product. The perspective shifts to a broader audience view, showcasing the final results of the "artistic process." - 00:12–00:14 00:12–00:14 The ad ends with a shot of a spoonful of ice cream and the text overlay announces the new Sundaes flavors are out now, clearly serving as a call to action. This final shot brings the ad to a close, transitioning from showcasing the creative process to promoting the availability of the product, which is intended to drive sales.

# Ad summary An image showcasing the new Ben & Jerry's Sundae Mocha Mood Pie ice cream flavor, with a sliced pint and an intact pint against a blue background. # Brand positioning Ben & Jerry's is presented as a fun, innovative, and indulgent ice cream brand that doesn't take itself too seriously. The brand embraces a playful tone, suggesting a desire to connect with consumers who are looking for a unique and enjoyable dessert experience. Ben & Jerry's targets the emotional aspects of enjoying ice cream by tapping into specific mood-based cravings with its new Sundae line. # Product The advertised product is Ben & Jerry's Sundae Mocha Mood Pie ice cream. It is described (on-package) as "Chocolate Cold Brew Ice Cream with Chocolate Cookies & Chocolate Cookie Swirls, Topped with Fudge Topped Whipped Topping & Fudge Chips". The packaging features a visual representation of the mocha ice cream, appealing to consumers looking for a satisfying and delicious dessert. The product stands out for its combination of mocha flavor and cookie additions, promising a rich and complex taste experience in a convenient pint format, which is being marketed as a sundae. # Visual style The ad has a bright, clean studio shot aesthetic, likely aimed at capturing attention while maintaining a sense of quality. The composition is simple, focusing on the product with a vibrant blue backdrop to create a pop. The image treatment is clean, with good lighting, giving the ice cream a fresh and appetizing appearance. The typography is clear and legible, and the ad employs a product-focused, in-feed style, designed to be scannable and appealing. # Hooks Headline: None used # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The combination of cold brew ice cream, cookies, and fudge topping delivers a complex and satisfying dessert experience. # Benefits - Provides a rich, layered flavor experience in a single pint - Offers a convenient way to enjoy a sundae without preparation - Targets specific mood-based cravings # Features - Chocolate Cold Brew Ice Cream - Chocolate Cookies - Chocolate Cookie Swirls - Fudge Topped Whipped Topping - Fudge Chips # Call to action None used. # Point of view - Brand: The entire ad showcases the brand's new product. This point of view serves to inform and excite the audience about the latest flavor offering. # Storyline - The ad begins by showcasing the product's newness with a "new!" speech bubble and a pint of Ben & Jerry's Sundae Mocha Mood Pie, communicating the product's recent release and aiming to capture the audience's attention with something fresh. This is being communicated from the brand's perspective to highlight the innovative nature of their new flavor. - A sliced pint of the ice cream is revealed, offering a cross-sectional view of the product's layers and textures, emphasizing the combination of ice cream, cookie swirls, and fudge topping. The brand tells this part of the story by providing a detailed look at the product's composition.

# Ad summary This ad promotes Ben & Jerry's new Mocha Mood Pie Sundae. The ad showcases employees receiving the sundaes, trying them, and enjoying them while working at their desks in the office or at home in their kitchens. # Brand positioning Ben & Jerry's is presented as an accessible indulgence, perfect for a sweet upgrade to the everyday coffee run. The brand fosters a fun, communal work environment, surprising employees with treats to boost morale. Ben & Jerry's aims to be the go-to dessert option for those seeking a mood-enhancing experience. The ad aligns the brand with a lifestyle of simple pleasures and moments of joy, achieved through a convenient, single-serve sundae. # Product The product is Ben & Jerry's Mocha Mood Pie Sundae, a single-serving ice cream treat presented in a small paper cup. It features a base of mocha coffee ice cream topped with whipped cream, chocolate drizzle, and fudge chips. The sundae is designed as a convenient, mood-boosting pick-me-up, easy to enjoy at work or at home. The ad highlights its rich flavor profile and the joy it brings to those who consume it, portraying it as the perfect sweet upgrade to a regular coffee run. # Visual style The ad is a hybrid of polished commercial and UGC feel. The video uses quick cuts, static shots, and smooth transitions to maintain a consistent pace. The visuals are bright and colorful, with the product as the main focus. The overall production quality is high, creating an inviting and exciting tone. The pacing is consistent throughout the ad, enhancing the overall engagement. # Hooks Spoken: 00:00-00:02 Your coffee run just got a sweet new upgrade Text overlay: 00:00-00:02 Your coffee run just got a sweet NEW upgrade Visual: 00:00–00:01 A woman wearing a tan coat walks up to a brick building with a glass door. Snow is falling. She's carrying a six-pack of Ben & Jerry's sundaes. / 00:01–00:02 The woman walks through the glass door of the brick building while holding a six-pack of Ben & Jerry's sundaes. The camera is stationary. # Funnel stage Top of funnel (Awareness) # Pain points The pain point addressed is the monotony or lack of excitement in a regular coffee run. The ad addresses this by offering a 'sweet new upgrade' that promises a more indulgent and mood-boosting experience. # Value propositions - Convenient format that is easy to carry - Enjoyable pick me up # Benefits - A 'sweet new upgrade' to your coffee run # Features - Mocha coffee ice cream - Whipped cream - Chocolate drizzle - Fudge chips # Call to action None used. # Point of view - Customer 80% – The primary POV is from the perspective of customers or employees enjoying the product. - Brand 20% – The brand voice is heard during the product introduction through text overlays. # Storyline - 00:00–00:02 A woman walks outside carrying a tray of Ben & Jerry's sundaes. - 00:00–00:02 The visual of a woman carrying a tray of Ben & Jerry's sundaes outdoors and into an office setting is intended to showcase the ice cream as a coffee-run replacement that offers a new twist. - 00:02–00:06 The scene cuts to the woman handing out the Ben & Jerry's sundaes in the office. - 00:02–00:06 The intention is to convey that the ice cream is easy to enjoy in the workplace. This scene highlights the product being shared among coworkers. - 00:07–00:14 The scene cuts to several people enjoying and eating the ice cream. - 00:07–00:14 This showcases the product being enjoyed as the voiceover highlights the launch of the new Mocha Mood Pie Sundae. - 00:15–00:18 The scene cuts to a woman showing her excitement for the sundae. - 00:15–00:18 The excitement displayed by the woman conveys the sundae's deliciousness and reinforces a desirable emotional payoff for the viewer.

# Ad summary This ad features Ben & Jerry’s new Mocha Mood Pie Sundae ice cream. The ad shows the different layers in the ice cream and a spoonful of the product on a spoon. # Brand positioning Ben & Jerry’s positions itself as a fun and exciting ice cream brand. The company offers a variety of unique flavors. The brand does not appear to take itself too seriously and offers products such as the mocha mood pie sundae, which is presented as a decadent treat. # Product The product being advertised is the Mocha Mood Pie Sundae, a new product by Ben & Jerry’s. This product is an ice cream sundae that has layers of mocha and fudge ice creams, with chunks of chocolate cookies and whipped cream on top, finished with a drizzle of chocolate syrup and chocolate pieces. The packaging has a ‘new!’ label on it. The product is presented as a decadent treat. # Visual style This ad has a polished and high-end production. The editing includes quick cuts with static shots. # Hooks Spoken: 00:00–00:02 In the mood for . . . mocha decadence? Text overlay: 00:00–00:01 In the mood for . . . / 00:01–00:02 mocha decadence? Visual: 00:00–00:01 A hand rotates the tub of Ben & Jerry’s Mocha Mood Pie Sundae ice cream in front of a blurry background with a green plant, other containers of ice cream, a silver coffee pot, and pieces of chocolate. The ice cream container is light blue, with the brand name and a picture of the ice cream. / 00:01–00:04 An ice cream tub is cut in half and displayed with a spoon stuck inside it. The ice cream has visible layers of mocha and fudge ice creams, with chunks of chocolate cookies and whipped cream on top, finished with a drizzle of chocolate syrup and chocolate pieces. The background is the same as the previous shot. # Funnel stage Awareness # Pain points None used. # Value propositions - A rich and flavorful experience: The combination of mocha and fudge ice creams, chocolate cookies, whipped cream, and chocolate syrup ensures a complex and satisfying taste. # Benefits - This new product by Ben & Jerry’s is a decadent treat. # Features - Mocha and fudge ice creams - Chunks of chocolate cookies - Whipped cream on top - Drizzle of chocolate syrup and chocolate pieces # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The point of view of the entire video is a consumer showing off a new product. # Storyline - 00:00–00:01 The ad opens with a question of, ‘In the mood for… mocha decadence?’ - 00:01–00:04 The shot transitions to the camera moving up the ice cream container showing all the layers inside. - 00:04–00:06 The ad shows a spoonful of the product.

# Ad summary A close-up shot of Ben & Jerry's Mocha Mood Pie Sundae, highlighting its newness and delicious ingredients. # Brand positioning Ben & Jerry's presents itself as a playful and innovative ice cream brand, prioritizing unique flavor combinations and a fun experience. Positioning itself within the premium ice cream category, the brand leans into an emotional connection with customers through indulgent flavors and whimsical branding, pushing against the norms of simple, traditional ice cream flavors and designs. This Mocha Mood Pie sundae aligns with the brand's identity by offering a novel take on a classic dessert, presented in a fun and inviting way. # Product Ben & Jerry's Mocha Mood Pie is a sundae-style ice cream featuring Chocolate Cold Brew Ice Cream with Chocolate Cookies & Chocolate Cookie Swirls, topped with Fudge-Swirled Whipped Topping & Fudge Chips. The ad presents the product as a novel and indulgent treat that offers a twist on familiar flavors. The sundae format suggests an elevated experience, with multiple layers and textures designed to appeal to ice cream enthusiasts looking for something beyond the ordinary. The copy and visual of the sundae piled high with toppings address the purchase barrier of wanting more than just plain ice cream. # Visual style The ad uses a clean, brightly lit studio shot to showcase the ice cream product. The composition is simple and direct, focusing on the product. The background uses a single, bright color, making the product stand out. The overall effect is playful and appetizing, aligning with the brand's identity. # Hooks Headline: new! # Funnel stage Top of funnel (Awareness) # Pain points The ad implies a need for new and exciting ice cream flavors, rather than sticking to traditional options. # Value propositions - Offering a new sundae, with Chocolate Cold Brew Ice Cream with Chocolate Cookies & Chocolate Cookie Swirls, Topped with Fudge-Swirled Whipped Topping & Fudge Chips. # Benefits - None used # Features - Chocolate Cold Brew Ice Cream with Chocolate Cookies & Chocolate Cookie Swirls, Topped with Fudge-Swirled Whipped Topping & Fudge Chips # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad showcases the new Mocha Mood Pie sundae, highlighting its packaging and ingredients. It is the brand communicating directly with the viewer. # Storyline - The brand introduces its Ben & Jerry's Mocha Mood Pie Sundae, clearly displaying the product, its name, and its new status to excite and intrigue customers. The brand is conveying this message.

# Ad summary This ad showcases Ben & Jerry's ice cream sundaes, emphasizing their decadence and the minimal effort required to enjoy them. It employs a top-down view to highlight the sundae's components and a quick-cut editing style to maintain viewer engagement. # Brand positioning Ben & Jerry's is positioned as a fun and indulgent ice cream brand. The company aims to occupy a space in the consumer's mind as a brand that delivers high-quality, decadent, and convenient treats. This is achieved by showcasing its ice cream sundaes as requiring '0/10' prep work while promising '1000/10' ice cream decadence. The tone is playful and aligns with a lifestyle that values convenience and instant gratification, breaking away from norms that might require extensive preparation or effort for dessert. # Product The product featured is Ben & Jerry's ice cream sundaes, specifically the PB Blondie Beatdown flavor, which comes in a single-serving container. The sundae is designed for individuals seeking a quick, indulgent treat with minimal effort. The ad highlights the combination of ice cream, caramel swirls, and chocolate toppings layered on top. A key selling point is the '0/10' prep work, suggesting the sundae is ready to eat straight from the freezer. The ad clearly conveys that this product is worth trying for its convenience and decadence. # Visual style The ad has a polished UGC aesthetic, with bright, even lighting and clear shots. The editing style is quick-cut, with static shots that provide a direct view of the product and its consumption. The cuts are timed to the music. The production quality is high, giving it a commercial feel. The pacing is fast, with roughly 8 cuts per minute. The color grading is natural, enhancing the textures of the ice cream and wooden countertop. # Hooks Spoken: New sundaes are in freezers now! Text overlay: NEW Sundaes are / in freezers now! Visual: 00:00–00:02: The camera pans across a butcher block countertop, starting with a yellow rag in the foreground. As the camera moves right, a container of Ben & Jerry's PB Blondie Beatdown ice cream sundae comes into view. The background includes a kitchen with gray cabinets and white countertops, implying a home setting. The lighting is bright and even, with natural textures visible in the wood grain. / 00:02–00:03: The camera angle switches to a top-down view of the ice cream container after the lid has been removed. The ice cream is topped with chocolate and caramel. # Funnel stage Consideration # Pain points The main pain point is the desire for a quick and indulgent dessert that requires minimal preparation. # Value propositions - Ice cream sundae decadence: 1000/10 - Prep work: 0/10 # Benefits - Ice cream sundae decadence - Prep work: 0/10 # Features - Ice cream - Caramel swirls - Chocolate toppings # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is from the perspective of a customer showing and enjoying the product. # Storyline - 00:00–00:02 The camera pans over a butcher block countertop, revealing a yellow rag and a pint of Ben & Jerry's PB Blondie Beatdown ice cream sundae. - 00:02–00:03 The camera angle changes to a top-down shot of the ice cream container. The lid is removed to reveal ice cream topped with chocolate and caramel. - 00:03–00:06 A hand holding a spoon digs into the top of the ice cream, mixing the toppings into the ice cream below. - 00:06–00:07 The camera angle shifts to show the side of the container and the now-mixed ice cream inside, with visible caramel and blondie pieces throughout. - 00:07–00:09 The camera stays in the top-down position as the container is shown with a nearly empty interior. This shot is implying that the person consumed the ice cream. - 00:09–00:11 The camera continues to hold the top-down position as the container is shown completely empty.

# Ad summary This ad features a pint of Ben & Jerry's ice cream and its lid, with a cloud-shaped sign that reads "new!" The flavor shown is "PB Blondie Bestie" and the ad calls out some of its key ingredients and features. # Brand positioning Ben & Jerry's aims to occupy a fun, yet conscious space in the ice cream market. They are known for their unique flavors and quirky branding. The brand presents itself as a premium indulgence with an emphasis on quality ingredients and ethical sourcing. The brand distinguishes itself by not just offering a tasty treat, but also aligning with values that resonate with consumers, such as sustainability and social responsibility. # Product The product shown is a pint of Ben & Jerry's "PB Blondie Bestie" ice cream, which is a flavor in their Sundae line. The ice cream is described as peanut butter ice cream with blonde brownies and graham cracker swirls, topped with caramel-swirled whipped topping, and mini peanut butter cups. The packaging is a paper pint container. The "Sundae" line suggests a more indulgent offering than their standard ice cream pints. The language and imagery emphasize the rich flavors and textures of the ice cream, positioning it as a decadent treat. # Visual style The ad has a clean, studio-shot aesthetic with bright, even lighting. The composition is simple and focused, ensuring the product is the primary visual element. The colors are vibrant and appetizing, with a focus on the ice cream's rich textures and toppings. The image is designed to be scannable and appealing, with a clear emphasis on the product's key features and newness. # Hooks Headline: new! # Funnel stage Top of funnel (Awareness) # Pain points Pain point: A desire for a new, exciting ice cream flavor. The "new!" tag and product description indicates the brand is solving this problem by offering a new flavor option that could be more appealing than existing flavors. # Value propositions - A combination of peanut butter ice cream, blonde brownies, graham cracker swirls, topped with caramel-swirled whipped topping, and mini peanut butter cups, creates a multi-layered taste experience. - The new flavor offers a fresh take on the classic Ben & Jerry's indulgence, appealing to consumers looking for something different. # Benefits - None used # Features - Peanut Butter Ice Cream - Blonde Brownies - Graham Cracker Swirls - Caramel-Swirled Whipped Topping - Mini Peanut Butter Cups # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand wants to make the viewers aware of the new flavor. # Storyline - The ad showcases the Ben & Jerry's "PB Blondie Bestie" Sundae ice cream flavor. This is meant to grab the attention of viewers and introduce the product. The brand is presenting the product to the audience. - The ad highlights key ingredients such as peanut butter ice cream, blonde brownies, graham cracker swirls, caramel-swirled whipped topping, and mini peanut butter cups. The brand is explaining to the viewer all of the components of the ice cream. - The "new!" tag lets viewers know that this flavor is a recent addition to the Ben & Jerry's lineup. This detail is being shared by the brand and intended to entice the viewer to purchase.

# Ad summary This ad promotes Ben & Jerry's new line of ice cream sundaes, displaying the PB Blondie Bestie flavor alongside peanut butter cups and blondie squares. It entices viewers with the promise of an easy, fully loaded ice cream sundae experience. # Brand positioning Ben & Jerry's is presented as a fun and indulgent ice cream brand, known for its over-the-top flavors and creative combinations. The brand occupies a space in the consumer's mind as a premium ice cream option that doesn't take itself too seriously, emphasizing enjoyment and over-the-top indulgence. The brand values are aligned with playful treats, unique flavor combinations, and a sense of accessible luxury in the ice cream category. Ben & Jerry's pushes against the norms of simple or health-focused ice cream options, positioning itself as the go-to for those seeking over-the-top, decadent enjoyment. The brand positioning is emotional, focusing on happiness and satisfaction through indulgent flavors, rather than functional attributes like health benefits. # Product The featured product is the PB Blondie Bestie ice cream sundae from Ben & Jerry's new line of sundaes. It's presented as an easy, fully loaded ice cream sundae. The product is marketed towards individuals who love indulgent, dessert-style ice cream with plenty of toppings and mix-ins. The sundae features a base of peanut butter blondie-flavored ice cream, topped with whipped cream, chocolate chunks, and caramel drizzle. Its USPs include convenience, as it offers a pre-made, fully loaded ice cream experience, and the variety of textures and flavors in each cup. The ad showcases the product as a quick, satisfying treat for moments of indulgence, addressing the purchase barrier of having to prepare a sundae from scratch by offering a ready-to-eat option. # Visual style The ad has a polished commercial aesthetic with clean, bright lighting and a focus on showcasing the product's visual appeal. The editing style is simple with static shots. The production quality is high-end, aiming to present the ice cream as an indulgent treat. The pacing is slow, with static shots that allow the viewer to see the product. # Hooks Spoken: Fully loaded ice cream sundae, the easy way. Text overlay: 00:00–00:06 Visual: 00:00–00:01 A marble countertop is the stage for this product shot. A stack of blondie squares sits to the left, with a handful of peanut butter cups in front. Behind, there is a container of Ben & Jerry's PB Blondie Bestie ice cream sundae, topped with chocolate pieces and whipped cream. To the left, there are cooking utensils and a checkered container. To the right, there is a wooden stand with a yellow container on top. The camera is still. / 00:01–00:03 The camera stays still as a hand comes into frame holding a spoon with a scoop of the ice cream sundae. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the desire for a convenient and indulgent ice cream experience without the effort of making a sundae from scratch. "Fully loaded ice cream sundae, the easy way." # Value propositions - The convenience of enjoying an ice cream sundae without any hassle - Enjoying a fully loaded ice cream sundae is easy # Benefits - Easy way to enjoy ice cream sundae # Features - PB Blondie Bestie ice cream sundae - Fully loaded ice cream # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the official voice of the Ben & Jerry's brand, highlighting its new product line. # Storyline - 00:00–00:01 The ad opens with a shot of the ice cream sundae surrounded by blondie squares and peanut butter cups. - 00:01–00:03 A spoon scoops a portion of the sundae. - 00:03–00:06 The sundae sits ready to eat.

# Ad summary A studio shot displays two containers of Ben & Jerry's ice cream, focusing on the 'PB Blondie Bestie' flavor. One container has a triangular section cut out to show the inside of the ice cream. A cloud-shaped 'new!' sign is stuck into the container with the cut-out section. # Brand positioning Ben & Jerry's presents itself as a playful, slightly irreverent, and high-quality ice cream brand. They aim to occupy a space in the consumer's mind as a brand that doesn't take itself too seriously while still delivering premium ice cream. Their branding is colorful and whimsical, aligning with a fun and indulgent lifestyle. The brand follows category norms by emphasizing flavor and quality but pushes against typical competitor behaviors by using humor and unique flavor combinations. The brand positioning is emotional, focusing on the enjoyment and pleasure derived from eating their ice cream. # Product The featured product is Ben & Jerry's 'PB Blondie Bestie' Sundae. It is peanut butter ice cream with blonde brownies and peanut butter cookie swirls, topped with caramel sauce and mini peanut butter cups. The product is packaged in a pint-sized container with a vibrant, cartoon-like design. The packaging addresses the purchase barrier of novelty by clearly marking it as 'new!' The ad highlights the multiple components of the sundae, emphasizing the combination of flavors and textures as a reason to try or buy the product. # Visual style The ad features a highly polished, studio-shot image with bright, even lighting. The visual motif is a product display, showcasing the ice cream and its packaging. The image treatment includes background removal and color correction to enhance the product's appeal. The visual style is clean and modern, which helps to make the product stand out in the feed. The typography integration is bold and legible, making the text easy to read. # Hooks Headline: new! # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used # Benefits - None used # Features - Peanut Butter Ice Cream with Blonde Brownies & Peanut Butter Cookie Swirls - Topped with Caramel Sauce & Mini Peanut Butter Cups # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image focuses on presenting the product in an appealing way, from the studio lighting and stylized presentation to the "new!" sign. # Storyline - The ad showcases the new Ben & Jerry's 'PB Blondie Bestie' Sundae, highlighting its unique combination of peanut butter ice cream, blonde brownies, and peanut butter cookie swirls. This is done to grab the viewer's attention and introduce the new product. The story is told from the brand's perspective, aiming to generate excitement and curiosity. - The image then reveals a cross-section of the ice cream, displaying the layers of ingredients and textures. This aims to provide a visual representation of the product's quality and appeal. The view is from the brand’s perspective, demonstrating the delicious interior of the ice cream. - The ad includes a 'new!' sign to emphasize the product's novelty and create a sense of urgency or excitement. This is communicated from the brand’s perspective to encourage viewers to try the new flavor.

# Ad summary A short video promoting Ben & Jerry's Straw-Bae Shortcake Sundae ice cream. The video features an overhead shot of the ice cream being opened and a spoonful being scooped. # Brand positioning Ben & Jerry's is presented as a fun, accessible, and innovative brand, particularly within the realm of ice cream. The ad emphasizes the brand's ability to create indulgent, dessert-like experiences in a single serving, making it a desirable treat for those seeking immediate satisfaction. The brand ignores category norms of portion control, instead favoring over-the-top flavor combinations. # Product Ben & Jerry's Straw-Bae Shortcake Sundae is a single-serving ice cream treat. It contains strawberry cheesecake ice cream with shortcake cookies and strawberry swirls. The top of the sundae features whipped topping and shortcake crumble. The packaging is a vibrant green and blue with images of the ice cream and a cartoon cow. This product is worth trying due to its strawberry indulgence in every scoop. # Visual style The ad has a bright, colorful aesthetic with a focus on close-up shots of the product. The editing style is fast-paced with quick cuts. The production quality is polished. The pacing is quick, around 225 BPM. The cuts are timed to the music. # Hooks Text overlay: 00:00–00:08 / NEW ice cream bae / just dropped! Visual: 00:00–00:01: Close-up shot of a Ben & Jerry's Straw-Bae Shortcake Sundae pint on a white and beige speckled surface. The background is bright pink. The packaging is vibrant with images of ice cream, strawberries, and a cartoon cow. Text overlay: "NEW ice cream bae just dropped!" # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The sundae format provides an indulgent experience. # Benefits - Strawberry indulgence in every scoop # Features - Strawberry cheesecake ice cream - Shortcake cookies - Strawberry swirls - Whipped topping - Shortcake crumble # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is from the brand's perspective, showcasing the product's features. # Storyline - 00:00–00:01 The video opens with a close-up of the ice cream pint against a pink background to introduce the product. - 00:01–00:03 00:01–00:03: The lid is removed to show the sundae toppings and convey excitement. - 00:03–00:06 00:03–00:06: The spoon hovers over the sundae, displaying a scoop of ice cream to highlight the texture and ingredients. - 00:06–00:08 00:06–00:08: The video closes with the closed sundae and the tagline "Strawberry indulgence in every scoop" to reinforce the core benefit.

# Ad summary An image showcasing Ben & Jerry's Straw-Bae Shortcake Sundae ice cream. # Brand positioning Ben & Jerry's is presented as a playful, innovative, and indulgent ice cream brand. The brand distinguishes itself with unique flavor combinations and a commitment to fun and creativity. Positioning itself as a premium, yet accessible treat, it appeals to consumers seeking a more exciting and less ordinary dessert experience. The brand challenges traditional ice cream flavors with its adventurous blends and quirky names, opting for an emotional connection rooted in enjoyment and satisfaction. # Product The featured product is Ben & Jerry's Straw-Bae Shortcake Sundae. This is ice cream with shortcake cookies & strawberry swirls, topped with strawberry infused whipped topping & shortcake cookie. It is meant to be consumed as a dessert or snack, providing a convenient and ready-to-eat indulgent treat. The USPs include unique flavor combinations and a convenient single-serving format. # Visual style The ad features a studio-shot image with a clean and vibrant aesthetic. The product is brightly lit with clear focus on the product and ice cream, set against a solid blue background to enhance its visual pop. The image has minimal distractions, with a focus on the texture and color of the ice cream and its packaging. The typography is clean and legible, designed to be eye-catching and easy to read. This visual style helps to quickly grab attention and emphasize the product's appeal. # Hooks Headline: new! # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - New flavor - Strawberry infused whipped topping and shortcake cookie provides a different taste than traditional ice cream flavors. # Benefits - Unique combination of sweet cream ice cream, shortcake cookies, and strawberry swirls. - Indulgent and delicious flavor experience. - Convenient and ready-to-eat dessert. # Features - Sweet Cream Ice Cream - Shortcake Cookies - Strawberry Swirls - Topped with Strawberry Infused Whipped Topping & Shortcake Cookie # Call to action None used. # Social proof - None used. # Point of view - Brand: The point of view is consistent throughout the image, with the brand showcasing its product and its features to attract potential customers. # Storyline - The ad showcases a tub of Ben & Jerry’s Straw-Bae Shortcake Sundae, along with a portion of the ice cream that has been removed from its container to reveal its contents. This provides a visual introduction to the product, showing both the packaging and what the ice cream looks like. The perspective is from the brand, introducing their new offering. - A close-up of the open tub highlights the different layers and ingredients, showcasing the swirl of strawberry, chunks of shortcake cookies, and the strawberry infused whipped topping. This aims to entice the viewer by illustrating the textures and flavors contained within the sundae. The perspective is from the brand, showing the quality and detail of their product. - A "new!" tag is displayed over the open ice cream, which is designed to create excitement and a sense of urgency to try the new flavor. This draws attention to the innovative nature of the product. The perspective is from the brand, communicating that this is a novel item worth trying.

# Ad summary This ad features a Ben & Jerry's ice cream sundae cup, highlighting the new 'Straw-Bae Shortcake' flavor. The image showcases the product with its lid ajar, set against a bright blue background and a wooden surface. # Brand positioning Ben & Jerry's is presented as a fun, innovative, and premium ice cream brand that offers creative and indulgent flavors. The brand positions itself as a leader in the ice cream market, emphasizing quality ingredients and unique flavor combinations. The playful tone and whimsical packaging design appeal to consumers seeking enjoyment and a little bit of novelty in their dessert choices. By consistently releasing new, exciting flavors like 'Straw-Bae Shortcake', the brand caters to adventurous consumers who enjoy trying out new and innovative flavors. # Product The featured product is Ben & Jerry's 'Straw-Bae Shortcake' Sundae. It consists of sweet cream ice cream with shortcake cookies and strawberry swirls, topped with strawberry flavored whipped topping and shortcake crumble. The sundae is packaged in a colorful pint container with an attached lid. The packaging prominently displays the Ben & Jerry’s logo and a cartoon illustration of the ice cream flavor with strawberries and a cow. The ad showcases the product's layers and textures, emphasizing its rich and flavorful ingredients. The packaging is adorned with the word 'new!' to highlight the product's novelty and attract consumers looking for the latest offerings from Ben & Jerry's. # Visual style The ad has a clean and vibrant visual style, characterized by bright colors and a focus on the product. The production quality appears to be studio-shot, with well-balanced lighting and sharp focus. The flatlay-style composition, combined with the solid background and simple staging, creates a visually appealing and easily scannable image. The typography is bold and straightforward, enhancing readability. The ad contrasts a high-design studio shot, enhancing stop power. # Hooks Headline: new! # Funnel stage Top of funnel (Awareness) # Pain points The ad does not explicitly state a pain point. However, it subtly addresses the desire for new and exciting dessert options, implying that consumers may be tired of the same old flavors and seeking something novel. # Value propositions - Sweet Cream Ice Cream with Shortcake Cookies & Strawberry Swirls, Topped with Strawberry Swirled Whipped Topping & Shortcake Crumble. This text highlights the combination of flavors and textures, offering a unique and indulgent taste experience. # Benefits - New Flavor - Delicious Combination of Sweet Cream, Shortcake, and Strawberry # Features - Sweet Cream Ice Cream - Shortcake Cookies & Strawberry Swirls - Topped with Strawberry Swirled Whipped Topping & Shortcake Crumble # Call to action None used. # Social proof - None used. # Point of view - Brand: The point of view throughout the image is that of the brand, showcasing and promoting the new 'Straw-Bae Shortcake' Sundae with visually appealing presentation and emphasis on the newness of the product. # Storyline - The ad begins by introducing the new Ben & Jerry's 'Straw-Bae Shortcake' Sundae, conveying the message that there is a new and exciting flavor available for consumers to try. This announcement is designed to grab the attention of viewers and pique their curiosity about the new product. The brand is presenting this information to the viewer. - The image then showcases the open sundae cup with its visible layers of ice cream, strawberry swirls, and shortcake crumbles, emphasizing the delicious and indulgent nature of the product. This visual aims to entice viewers by displaying the product's appealing appearance and highlighting its key ingredients. The brand is visually highlighting key product features to entice the customer. - The packaging is adorned with the word 'new!', reinforcing the idea that this is a recent and exciting addition to the Ben & Jerry's lineup. This reinforces the message and encourages viewers to consider purchasing the new flavor. The brand is signaling newness.

# Ad summary This ad promotes Ben & Jerry's Straw-Bae Shortcake ice cream as a Valentine's Day flavor. The ad features a person displaying a mini cake with strawberries, then shows the Straw-Bae Shortcake ice cream pint. The person scoops the ice cream, displaying it next to the mini cake. # Brand positioning Ben & Jerry's is presented as a playful and innovative ice cream brand, offering unique and seasonal flavors. The ad focuses on creating a special experience for Valentine's Day with the new Straw-Bae Shortcake flavor. The brand's positioning in the market is one of indulgence and fun, encouraging customers to treat themselves and their loved ones with a special dessert. The brand aligns with a lifestyle of enjoyment and sharing, promoting the idea of celebrating moments with delicious and unique ice cream. # Product The featured product is Ben & Jerry's Straw-Bae Shortcake ice cream, a new flavor marketed for Valentine's Day. The ice cream appears to be a strawberry shortcake flavor, as indicated by the text on the pint. The product is intended for anyone looking to celebrate Valentine's Day with a special and indulgent treat. The visual presentation includes a pint of ice cream with visible strawberry sauce and toppings. The ad is telling the viewer that this product is worth trying or buying because it is a new, festive flavor perfect for sharing with a loved one on Valentine's Day. # Visual style The ad has a bright, clean, and inviting aesthetic. The editing style is simple, with static shots and minimal transitions. The production quality appears polished, giving off a commercial vibe, but the setting implies a UGC feel. The pacing is steady and consistent with a cuts per minute rate of 10 BPM. The visual elements are timed to the music, enhancing the overall presentation. # Hooks Text overlay: 00:01–00:06 NEW flavor for your bae this Valentine's Day! Visual: 00:00–00:01: The shot features a marble countertop with a small, two-layer cake decorated with sliced strawberries and whipped cream on a pink plate. Behind the cake, there are small dishes containing sliced strawberries, sprinkles, and heart-shaped candies arranged on a tiered wooden stand. In the background, there's a wooden cutting board leaning against the white tiled backsplash. To the right, a yellow and white striped vase holds wooden kitchen utensils, and a small yellow vase contains faux flowers. A pink candle sits next to it on a blue plate. The camera is static and provides a medium shot of the setup. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - New flavor to share with your bae - Perfect for Valentine's Day # Benefits - A special treat for Valentine's Day # Features - Straw-Bae Shortcake flavor # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is presented from the perspective of a customer showcasing the product in a home setting. # Storyline - 00:00–00:01 The ad opens with a person's hand appearing near a decorated mini-cake. - 00:01–00:06 At 00:01–00:06, the perspective switches to the ice cream tub, and the person scoops some ice cream, showing it in line with the cake in the background.

# Ad summary This ad for Ben & Jerry's ice cream bars features a woman navigating the challenges of carrying multiple items in one trip, highlighting how the ice cream bar on a stick allows her to successfully achieve a single trip without dropping anything. The ad is shot in a CCTV camera style, lending an authentic and humorous tone to the scenario. # Brand positioning Ben & Jerry's is presented as a fun, indulgent brand that understands the consumer's desire for convenience without sacrificing enjoyment. The brand aligns with a lifestyle that values humor and resourcefulness, suggesting that its products are designed to fit into busy lives while providing a satisfying treat. The brand distinguishes itself by offering unique, chunk-filled flavors, and pushes against the norm of traditional ice cream forms by offering its signature flavors in a convenient bar format. # Product The product being advertised is the new Ben & Jerry's Ice Cream Bar, a frozen dessert on a stick that replicates the brand's signature ice cream flavors. The ad highlights the 'Cookie Dough' flavor, featuring chunks of cookie dough and gooey swirls encased in a chocolate coating. The ice cream bar is designed for convenience, allowing consumers to enjoy Ben & Jerry's unique flavors in a portable format, making it ideal for on-the-go consumption. The product addresses the purchase barrier of ice cream being messy or inconvenient by providing a handheld version that can be easily managed during busy activities. The ad conveys the USP that these bars have 'too many chunks and gooey swirls to give up now,' reinforcing the idea that the bar format maintains the brand's commitment to indulgent, flavorful ingredients. # Visual style The ad has a scrappy, UGC feel, enhanced by the CCTV camera style and handheld selfie shots. The editing style includes quick cuts and jump cuts, creating a sense of urgency and humor. The production quality blends a polished commercial look with a more authentic, relatable aesthetic. The pacing is fast, keeping the energy high and matching the chaotic scene. There are about 12 cuts per minute. Audio-visual sync is used, with some cuts and text timed to the music beats. # Hooks Spoken: 00:02–00:03: [Strained] Can't make two trips. Text overlay: CAM 1 / CCTV / CAM 2 Visual: 00:02–00:03: Split-screen view of CCTV footage inside an apartment building lobby. The top screen shows an overhead view of the lobby with mailboxes on the wall and a patterned rug on the floor. The bottom screen shows a woman with brown skin, wearing a light blue denim jacket and carrying multiple bags and a plant, as she walks through the front entrance. # Funnel stage Top of funnel (Awareness) # Pain points The central frustration is the inconvenience of carrying multiple items at once. This is signaled by the woman struggling with multiple bags and items, stating, "Can't make two trips." # Value propositions - New convenient format of classic flavor. - Portable and easy to eat anywhere. - Easy to hold on your single trip from the car. # Benefits - Convenient - Easy to manage during busy activities - On-the-go consumption # Features - Ice cream bar on a stick - Cookie Dough flavor - Chocolate-covered with visible chunks and swirls - Portable format # Call to action None used. # Point of view - Customer 90% – The majority of the video is told from the perspective of a customer navigating daily life with humor and relatability. - Brand 10% – The official voice of the brand enters at the end to reinforce its message. # Storyline - 00:00–00:02 A close-up shot of a chocolate-covered ice cream bar covered with chunks is displayed against a light blue background. - 00:02–00:07 00:02–00:07: Split screen showing CCTV footage of an apartment lobby. The woman struggles to hold multiple items at once while exiting the building. This sets up the challenge of carrying too much and the desire to avoid multiple trips. - 00:07–00:10 00:07–00:10: The woman switches to a selfie shot while holding a Ben & Jerry's ice cream bar, apartment 420B. This is presented as a confession to her building and it's presented in a casual, friendly tone, breaking the fourth wall to create a personal connection. - 00:10–00:15 00:10–00:15: The woman walks through the lobby, still carrying her items, while two people look under the couch. This moment adds a touch of humor and absurdity, emphasizing the hectic nature of the scene. - 00:15–00:23 00:15–00:23: The woman places the ice cream bar in a mailbox, and a man approaches her. This introduces a moment of lightheartedness and community interaction. - 00:23–00:25 00:23–00:25: The woman kicks the elevator button with her foot while holding all her items and the ice cream bar, reinforcing the theme of multitasking and convenience. - 00:25–00:29 00:25–00:29: A pack shot appears featuring the text, "Put a STICK in it!"