M&M’s – National Ice Cream Sandwich Day

All over New York City

National Ice Cream Sandwich Day – who new?  And, boy were M&M’s and Sweeter a hit! Through their PR agency, Weber Shandwick, in a remarkably short amount of time (days, not weeks), Sweeter collaborated to create a branded marketing campaign to celebrate National Ice Cream Sandwich Day and make thousands of people overwhelmed with delight – including one lucky winner of a freezer full of M&M’s Ice Cream Sandwiches.  Sweeter’s graphics team designed the custom branded truck wrap & a super fun QR code which directed guests to enter the contest – additionally, Sweeter managed all ice cream logistics, on site security and deployed our BA team with flawless execution.  Our client’s goal was to give consumers the extra pep in their step, targeting consumers in 6 different high foot traffic locations (recommended by Sweeter) throughout Manhattan – including 2 of the world’s largest digital media outlets for that extra PR kick.  Brand messaging was support for those who diligently work on passion projects after hours – and most of all FUN!! 

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How we celebrated NICSD.

  • “National Ice Cream Sandwich Day” custom M&M’s QR code generating +/- 1000 hits to a special landing page
  • Graphic Design of the Truck Wrap
  • Logistics of 5000 Ice Cream Sandwiches during a hot summer day
  • Location Selection and Schedule – Guerrilla style
  • Our Diverse Brand Ambassador Team amping up the guests
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Happy Bellies



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