Ben & Jerry’s brand new “Boots on the Moooo’n” ice cream is part of a joint release with Netflix’s new comedy series Space Force. The milk chocolate ice cream features fudge cows and meteor toffee bits orbiting around a sugar cookie dough core, according to Ben & Jerry’s, and hit shelves on May 29—the same day Space Force released on Netflix. For the rollout, the ice creamery and Netflix launched a pint of the ice cream 20 miles into the sky in the former’s newest ad. The video teaser shows Space Force soldiers releasing a pint of “Boots on the Moooo’n” into the atmosphere, with the message “coming soon to freezer space near you”.
The promotion mark’s Netflix and Ben & Jerry’s second time combining forces. The streaming service first partnered with Ben & Jerry’s to create a “Netflix and Chill’d” flavor in January. The popular online response to the first launch led the ice cream brand to once again embark on a Netflix-esque concoction collaboration. To promote its newest product, Ben & Jerry’s has taken to Twitter and Instagram, which makes sense as it is one of the top-performing food brands on the latter platform in particular, according to a Gartner report on the topic. Netflix’s collaboration with Ben & Jerry’s could spark awareness of Space Force without having to succumb to commercial breaks, a no-no for the streaming platform. As well, the partnership allows Ben & Jerry’s to associate itself with Space Force without having to introduce product placement within the show, as many food brands do when marketing with streaming services.
As the streaming wars heat up, the quirky new collaboration could lure Netflix n’ Chillers around the world to take a seat and a pint. Brands looking to build buzz about products in otherwise bleak brick-and-mortar circumstances could consider pairing up with streaming platforms like Netflix instead of ditching product promotions altogether.