Ice Breakers "Challenge Accepted"
COMMUNICATION OPPORTUNITY
To promote the Ice Breakers brand of mint candies & chewing gum.
TARGET AUDIENCE
Primarily Millennials in their 20s and 30s.
SIMPLE SINGLE-MINDED IDEA
Capitalize on the ready for anything, adventurous spirit of Millennials by encouraging them to take on challenges big or small.
BIG IDEA
Ice Breaker’s “Challenge Accepted” campaign aims to deliver a boost of extra confidence. While it might not actually help our target audience accomplish these goals, it will help them take it on and live the “bring it” attitude.
Print Campaign: “Blonds”; “Karaoke”
Social Media / Outdoor: Published twitter campaign #challengeaccepted on Twitter & Times Square digital billboard.
Product Packaging: Featuring the best UGC tweets.
Non-traditional / Guerrilla: His & her bar napkins.
15 second TV spots (scripts): “DJ”, “Spanish”
Click [Fullscreen Box] below graphic to view full size.
Copy & Art Direction: Jay Moar and the team of summer interns at Arnold Worldwide NYC.
© Jay Moar 2025
To promote the Ice Breakers brand of mint candies & chewing gum.
TARGET AUDIENCE
Primarily Millennials in their 20s and 30s.
SIMPLE SINGLE-MINDED IDEA
Capitalize on the ready for anything, adventurous spirit of Millennials by encouraging them to take on challenges big or small.
BIG IDEA
Ice Breaker’s “Challenge Accepted” campaign aims to deliver a boost of extra confidence. While it might not actually help our target audience accomplish these goals, it will help them take it on and live the “bring it” attitude.
Print Campaign: “Blonds”; “Karaoke”
Social Media / Outdoor: Published twitter campaign #challengeaccepted on Twitter & Times Square digital billboard.
Product Packaging: Featuring the best UGC tweets.
Non-traditional / Guerrilla: His & her bar napkins.
15 second TV spots (scripts): “DJ”, “Spanish”
Click [Fullscreen Box] below graphic to view full size.
Copy & Art Direction: Jay Moar and the team of summer interns at Arnold Worldwide NYC.
© Jay Moar 2025