Jake Shane X Popsicle
Objective:
I led the creator partnership between Popsicle and comedian Jake Shane, turning his viral, unbranded Popsicle reveals into an official brand collaboration. Jake’s years-long hunt for the elusive cherry Popsicle had built a devoted audience, but plain white wrappers meant the brand wasn’t getting credit for the moment. My goal was to put Popsicle’s name on a story fans already loved, reignite brand affinity with a nostalgic Gen Z audience, and reestablish Popsicle as the original ice pop.
Outcome:
The campaign generated 2.84M views at 3.9x benchmark and 380K engagements, with 100% positive sentiment and a 69% comment relevancy rate. It drove 5M+ earned views and 1.4B+ earned impressions, landed press in People, BuzzFeed, and Campaign, and was named a Webby Award Honoree, Shorty Award Finalist, as well as a Clio Shortlist Award. Its success also became the proof point for Popsicle’s next major campaign, showing that flavor loyalty could carry a full brand platform.
key contributions & strategy
Creator-First Partnership – Built the collaboration around Jake’s existing Popsicle reveal series, scaling an organic cultural moment instead of inventing a new concept.
Product as the Hero – Brought to life the limited-edition All-Cherry Jake Shane Popsicle box, co-designed by Jake and featuring his face on the packaging.
Phased Multi-Platform Rollout – Sequenced the campaign from product reveal to partnership announcement to sweepstakes, creating steady momentum across TikTok and Instagram.
Creator Seeding & Earned Amplification – Sent All-Cherry mailers to Jake’s creator network, sparking organic reveals that extended reach well beyond paid deliverables.
impact & results
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Delivered 2.84M views at 3.9x benchmark and 380K engagements, with 100% positive sentiment.
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Generated 5M+ earned views and 1.4B+ earned impressions, with press coverage in People, BuzzFeed, Campaign, and more.
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Earned industry recognition as a Webby Award Honoree, Shorty Award Finalist, and Clio Shortlist Award.
PR Week Spot
Campaign Spot
People Magazine Spot
Buzzfeed Spot