Nick's Minecraft

Nick’s Swedish-Style Ice Cream is creating a world where your favorite sweet treats aren’t crammed with calories, sugars and fats. A world where you can lose yourself in the joy of mining for peanöt butter cups, nuggets of emerald peppermint chips, and even tasty bits of apple pie. What better way to expand this vision than with the internet’s favorite world-building game?



Meaningful Works collaborated with both Nick’s and Microsoft teams to develop the first ever Minecraft ice cream packaging and campaign - bringing Nick’s into the digital world and the taste of Minecraft into the physical one.



The Meaningful Works team put in hours of research that looked suspiciously like playing Minecraft to help Nick create custom flavors that were true to Nick’s but inspired by Minecraft: Peanöt Choklad Glowdust, Emerald Minta, Enchanted Äpple Pie, and Cake Blocka.



With game-specific flavors decided, the next step was to create a pint that combined the Swedish spirit of Nick’s with the world of Minecraft. Meaningful Works worked with operations to ideate, design and produce a series of uniquely pixelated pints, but abandoning the classic pint for a cube is harder than it looks. The design required Nick’s to install special machinery to achieve this vision. The result was four square pint designs that aren’t just collectible, but reusable too.



To get the word out, Meaningful Works created a multi-touchpoint campaign including kits for influencers and Minecraft creators. These kits were designed for maximum shareability and brand impact on social media, with pints of ice cream, sweatshirts and even a real pixelated spoon. The result was a flurry of unboxing videos, social posts, stories, shares, and articles celebrating the partnership, cartons, and flavors.



So what did that mean for Nick’s? PR and media kits garnered 94.4 million impressions. The Nicks x Minecraft landing page had a 28.54% conversion rate. Nick’s reached a totally new audience with 87% of orders coming from first-time purchasers. And on the first day of launch, Nick’s more than doubled their highest sales day. Not bad for a noob.