To mark the launch of their new Sundaes range, iconic ice cream brand Ben & Jerry’s has joined forces with media company JCDecaux to create a delectable ice cream-themed bus stop in Bondi Beach.
This unique activation promises presents a tempting sight to Bondi commutersin search of a salted caramel fix as they wait for their buses.
Situated directly across from the Ben & Jerry’s store on Campbell Parade right across the popular Bondi Beach, the specially designed 3D bus shelter has undergone a whimsical transformation, taking on the appearance of a colossal Ben & Jerry’s Sundae.
This eye-catching installation is aimed at promoting their new range, described as featuring “the chunkiest, swirliest flavours, layered with never-before-seen creamy whipped topping and finished with sticky sauce and chocolate chunks.”
The attention to detail is remarkable, with custom green seating and a Sundae-topping roof adding to the immersive experience. As a delightful bonus, the bus stop features a push-button salted caramel scent dispenser, further tempting passersby with the allure of this delectable treat.
Strategic Location
The strategic placement of this ice cream-themed bus stop is no accident. Bondi Beach attracts nearly half a million domestic visitors annually, and this particular bus station lies along the busy 333 bus route from North Bondi to City Circular Quay.
“The activation looks delicious and is strategically located opposite the Ben & Jerry’s Bondi Beach store to drive footfall,” Lama Perrin, Group Manager of Creative and Digital Solutions at JCDecaux, said.
“A popular outdoor destination like Bondi is the ideal environment for ice cream advertising, with the beach, sun, and holiday atmosphere.
“For many customers, ice cream is an impulse buy, with the scent dispenser triggering appetite and positive memories.”
National Campaign
Sean Farrell, Country Manager for Ben & Jerry’s Australia & New Zealand, expressed the brand’s enthusiasm for introducing the Ben & Jerry’s Sundaes range to Australia through this fun and multi-sensory activation.
“At Ben & Jerry’s, we always strive to find new and authentic ways to surprise and delight our fans, from our euphoric ice cream to how we connect with them in their daily lives.”
This whimsical campaign isn’t limited to the streets of Bondi alone. It is supported by a national advertising campaign spanning JCDecaux Classic and Digital Large Format media outlets. The primary goal is to raise awareness of the new Ben & Jerry’s Sundaes and, equally important, to encourage people to visit Ben & Jerry’s store locations and supermarkets where the brand is available.
Bondi residents and visitors alike can enjoy the delightful Ben & Jerry’s Sundae bus stop until 22 Oct 2023.
Published 9-Oct-2023