Wall's is sponsoring a European-wide MTV dance competition as part of its £25m marketing investment in ice cream.
The competition aims to find Europe's best dancer who will then be given the chance to appear in a top band's music video.
A Wall's beach party' roadshow, complete with sand, deckchairs, palm trees and a dance floor, will tour summer music festivals and provide a backdrop for the UK auditions.
Business director Gaby Vreeken said the moves were part of the company's strategy to reassert the brand's relevance to young people. "These developments bring fun to places where people are already enjoying themselves," he added.