GB Glace

The Seasonal Challenge: Standing Out in Summer

For GB Glace, ice cream and summer go hand in hand. As Sweden’s most beloved ice cream brand, it wanted to mark the start of the season with an eye-catching campaign. The catch? They didn’t just want to remind Swedes of ice cream, but prompt them to interact in a playful, memorable way. 

With Snapchat’s strong presence among younger, mobile-first audiences, AR was considered to be the perfect tool to introduce fun and liveliness into the brand’s summer storytelling slate while driving reach.

Turning Flavour into Play 

To bring the 2025 campaign to life, GB Glace launched a Snapchat AR Lens designed to spark hands-on engagement. At its core was a selfie-based ranking feature where Snapchatters selected and rated their favourite GB Glace ice creams right inside the camera. 

Venturing outside traditional ad territory, the Lens transformed flavour preference into a dynamic game, giving people a chance to engage with the brand in a way that felt innately personal and shareable.

By encouraging Snapchatters to express their unique, time-honoured tastes, the Lens capitalised on the universal, summertime ritual of enjoying an icy treat – and debating over which one’s the best.

100k Shares: A Sweet Scoop of Results

The response was instant and enthusiastic. The Lens garnered more than 100,000 shares, translating into more than 170,000 earned impressions as Snapchatters passed the ice-cream centric Lens on to friends. 

Average playtime hit the 16 second mark, revealing that users weren’t just trying the Lens – they were seeing it through. 

Through this campaign, GB Glace determined that incorporating AR into the mix added 17% ² incremental reach compared to video alone, proving that immersive, interactive formats can make ad effectiveness go the extra mile. For the iconic ice cream brand, this became a summer activation to remember.