GB Glace

Whipping up a Buzz

As the largest ice cream brand in Sweden, GB Glace has been synonymous with sweet treats and sunny days for decades. Recently, the brand wanted the promotion of its newest ice creams, Volcanix, Magnum Crunchy Salted Caramel Cone, Solero Strawberry Twist and Magnum La Peche, to find its way onto everyone’s lips. That’s why it turned to Snapchat.

Giving Snapchatters the Scoop

To reach Snapchatters effectively, GB Glace combined Snap Ads, Snap Commercials and Augmented Reality in an engaging six-week campaign. This format allowed the brand to drive reach, facilitate longer viewing experiences and encourage engagement and shares among consumers aged 18 and over. 

From introducing its ‘newcomers’ to showcasing recipes and deconstructing products, the brand brought audiences behind the curtain with a series of playful and compelling ads. Then, it went one step further using Augmented Reality. The brand’s AR Lens invited Snapchatters to personally rank its newly released ice creams from how likely they are to try it, to how likely it is to achieve classic status. Talk about getting the scoop.

Tasting Success on Snapchat 

GB Glace’s Snapchat campaign was a big success, capturing strong attention during its pre-season launch of new products. By combining formats, the brand drove stronger ad recall, with over 45% of Snapchatters saying they remember seeing it. This then rose to 57% among those who saw more than one format ².

The brand’s AR Lens was a particularly valuable addition, especially when combined with Snap Ads and Commercials, as it drove over 100,000 shares among Snapchatters ¹.

By incorporating AR, UGC content and regular branded creatives into a multi-format approach, GB Glace drove very strong memorability and attention.