# Friendship-Inspired Desserts Snapchat and Gelato Messina Created a Special Flavor for Mates Day By Laura McQuarrie | Published 2024-06-04 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/snapchat-and-gelato-messina References: [mi-3.au](https://www.mi-3.com.au/07-05-2024/snapchat-gelato-messina-celebrate-national-mates-day-new-collaboration) & [newsroom.snap](https://newsroom.snap.com/snapchat-is-shouting-aussies-free-gelato-messina-to-celebrate-mates-day)  To celebrate National Mates Day, [Snapchat](https://www.trendhunter.com/trends/falling-treats) and [Gelato Messina](https://www.trendhunter.com/trends/gelato-pies) teamed up to highlight the ephemeral mobile platform's emphasis on real relationships. The collab follows the launch of Snapchat’s global brand campaign, Less Social Media. More Snapchat, earlier in the year. Oh Snap! is a limited-edition flavor that was made for the occasion and it was available for a limited time on the occasion in May. Oh Snap! was inspired the classic vanilla slice and it paired vanilla custard gelato with passionfruit puree and crunchy caramelized puff pastry pieces. Snapchat also took over the Gelato Messina Surry Hills store in Sydney for the event. The campaign spanned several channels, including in-store activations, paid content, influencer marketing, social and email marketing, as well as in-app advertising on Snapchat. ## Trend Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 43% | Activity: 49% | Freshness: 24% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Limited-edition Collaborations:** Brands can create unique, time-sensitive products to generate buzz and connect with consumers on special occasions. - **Experiential Marketing Events:** Hosting immersive in-store takeovers can enhance brand engagement and offer memorable experiences to customers. - **Multi-channel Campaigns:** Integrated marketing efforts across various platforms can amplify reach and reinforce brand messages comprehensively. ### Where This Applies - **Food and Beverage:** Innovative flavor profiles and collaborations can drive interest and differentiate offerings in a competitive market. - **Social Media:** Tying digital campaigns to real-world events can deepen user engagement and highlight social platform relevance. - **Marketing and Advertising:** Executing coordinated, cross-channel marketing strategies can significantly increase brand visibility and impact. ## Related on Trend Hunter - [Snack Mashup Sundaes](https://www.trendhunter.com/trends/snack-mashup-sundaes.md) - [Avocado Gelato Snacks](https://www.trendhunter.com/trends/gelachos.md) - [Interactive Treat Campaigns](https://www.trendhunter.com/trends/falling-treats.md) - [Branded Frozen Desserts](https://www.trendhunter.com/trends/branded-frozen-desserts.md) - [Mochi Ice Cream Sandwiches](https://www.trendhunter.com/trends/mochi-ice-cream-sandwiches.md) - [Exclusive Dessert Collabs](https://www.trendhunter.com/trends/kith-and-chips-ahoy.md) - [Pastry-Flavored Gelatos](https://www.trendhunter.com/trends/cinnamon-social-gelato.md) - [Macaron-Inspired Pop-Ups](https://www.trendhunter.com/trends/flavours-of-love.md) - [Friend-Honoring QSR Dessert Campaigns](https://www.trendhunter.com/trends/wendys-frosty-swirls-trio.md)