November 5, 2026
Ben & Jerry’s launches the first fully wrapped metro train in the Netherlands
Ben & Jerry's
The challenge
For a brand that stands for fun and surprise, like Ben & Jerry’s, a traditional campaign isn’t enough. The challenge was to develop a campaign in Rotterdam that would do more than stand out: it had to immerse travellers in the iconic Cookie Dough feeling in a completely original way. The aim was to leave the beaten track and create a true brand experience never seen before in the Netherlands.
The solution
In a unique partnership between Ben & Jerry’s, Mindshare, Kinetic, RET and CS Digital Media, a media first for the Netherlands became reality. For the first time, an entire metro train was transformed, inside and out, into a brand experience on wheels. This innovative approach included:
- Full exterior wrap: A 45-metre-long metro train was completely wrapped on the outside in Ben & Jerry’s cheerful branding, creating a giant, moving eye-catcher in the city.
- Immersive interior: The inside was fully wrapped too. When the doors opened, travellers stepped into a complete Cookie Dough world, far more than an ordinary metro carriage.
- Physical meets digital: Inside, a special Snapchat code was integrated, letting travellers continue and share the physical experience digitally, further increasing the campaign’s interaction and reach.
The result
This first was a resounding success. The fully wrapped metro train ran on several lines across Rotterdam’s network, resulting in maximum, citywide visibility. The campaign stood out strongly and created a playful, memorable brand experience that fitted perfectly with Ben & Jerry’s image. The seamless integration of the physical metro takeover and the digital Snapchat activation created a 360-degree approach with powerful, lasting impact.
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