Partnership:

Ben & Jerry's and Ava DuVernay

Description:

Ben & Jerry's lifted the curtain on its newest production – a delicious partnership with Ava DuVernay. Yes, "Queen Sugar" is no longer simply a show by Ava DuVernay, it may be a moniker befitting of the award-winning director, filmmaker and TV producer herself.

Ben & Jerry's proudly presented "Lights! Caramel! Action! directed by Ava DuVernay," featuring an ensemble cast of vanilla ice cream with salted caramel swirls, graham cracker swirls and gobs of chocolate chip cookie dough. The flavor, in both ice cream and almond milk based Non-Dairy versions, began shipping across the country in January 2023. Quite a foodie feature, for a first foray into flavor-hood, fully directed by Ava who personally curated the flavor creation with the Ben & Jerry's Flavor Gurus.

Ava's proceeds of Lights! Caramel! Action! benefitted her non-profit ARRAY Alliance. Through the social impact work of ARRAY Alliance, DuVernay's mission is to amplify and elevate the work of artists of color and women directors, create inclusive film sets, provide grants, mentorship and education for people from underrepresented communities who want to work in the film industry. Founded in 2011 by DuVernay, ARRAY is a Peabody Award-winning multi-platform arts and social impact collective dedicated to narrative change. The organization catalyzes its work through a quartet of mission-driven entities: the film distribution arm ARRAY Releasing, the content company ARRAY Filmworks, the programming and production hub ARRAY Creative Campus and the non-profit group ARRAY Alliance.

The Lights! Caramel! Action! flavor was no limited run! It is a full-time addition to Ben & Jerry's flavor line-up and was featured across the United States at its franchised Scoop Shops as well as on shelves in pints at an MSRP of $6.49.

Partnership Opportunity:
Ben & Jerry's/CPG
Partner/Category:
Ava DuVernay /
Timing:
December 2022
Target:
Male
Female
Preschool
Kids (6-11)
Tweens
Teens
Family
Adults 18-24
Adults 25-34
Adults 35-44
Adults 45-54
Adults 55+
Adults
Promotional Elements:
In-Store / Retail
Licensed Product
On Pack
Media Elements:
Celebrity Appearance / Endorsement
Online
Social Media
Created On:
2022-12-06
Last Modified on:
2022-12-07
Companies Involved
Tuck

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