Ben and Jerry’s Ice Cream
After completing an ice cream making course at Penn State, Ben Cohen and Jerry Greenfield opened the first Ben and Jerry’s in 1978. The company did not begin packing their ice cream in pint-sized retail containers until 1980.
The retail packages are just one form of advertising. Each of the pint cartons is similarly branded to all the other flavors’ cartons so that no matter what the flavor, consumers can identify a Ben and Jerry’s container all the way at the end of the isle. In 1988, the entire packaging line was revamped with a new look to ensure consistency across the entire line.
Ben and Jerry’s began defining themselves as an eco-friendly company in 1988 with the release of the first-ever pint container created from unbleached paperboard. By 2001, each Ben and Jerry’s carton produced around the world was eco-friendly.
Ben and Jerry’s focuses on grassroots and hands-on advertising. The company’s “Cowmobile” was introduced in 1986. the modified mobile home is used across the country to distribute free scoops of ice cream.
Free ice cream is also handed out once a year on Free Cone Day, the company’s anniversary. On April 29, 2008, Ben and Jerry’s celebrated it’s 30th anniversary. Along with free cones, Ben and Jerry’s uses other forms of entertainment and charitable organizations to lure consumers to stores – the long lines are often a deterrent for customers on these days as over one million free cones are given away each year.
This year Ben and Jerry’s advertised Free Cone Day on college campuses and on Facebook.com. The brand also has an application on Facebook that allows users to give free pints of Ben and Jerry’s to friends.
Each year, Ben and Jerry’s uses its anniversary to introduce their newest flavors. This year, the company introduced a flavor, ONE Cheesecake Brownie, which links the company with the ONE Campaign. The partnership is working to fight extreme poverty and preventable disease around the world.
The One Campaign is not the first charity project that Ben and Jerry’s has contributed to. Each project helps build and solidify the company’s brand image as a conscious company.
In 1991, Ben and Jerry’s held its first wave of One World, One Heart festivals in San Francisco, Chicago and Vermont. The festivals highlighted arts and crafts, music, and social action.
In 2007, Ben and Jerry’s also promotes global warming awareness on college campuses as well as by handing out educational materials and free ice cream. From a marketing standpoint, Ben and Jerry’s conscious campaigns help identify the brand as a leader in numerous social and environmental issues.
On April Fools Day in 1998, Ben and Jerry’s launched the Dilbert’s World Totally Nuts flavor by teaming up with United Airlines to surprise two planes full of passengers by turning their arrival gates into Dilbert-inspired cubical mazes, rewarding them with free samples of the Dilbert flavor and airfare reimbursement.
Ben and Jerry’s has a deal with Six Flags to sell their ice cream in the parks. The company also has a deal with Stephen Colbert with their new Stephen Colbert’s AmeriCone Dream. The product has also turned up numerous times on TV shows and in films including: Simpsons, South Park, Family Guy, Twin Peaks, Scrubs, City Slickers, Salaam Namaste, Bridget Jones: The Edge of Reason, Bruce Almighty, Miss Congeniality, and Me, Myself and Irene.