How can you stand out in the very competitive world of the ice-cream market?
Dear Future Shapers… here are Ben & Jerry’s secrets decoded just for you.
We must admit to it. Hedonists, refined gourmets and authentic connoisseur all find their original flavors and 100 % natural & fair trade ingredients irresistible.
Since its very beginning in 1978, the brand has had a real social and environmental engagement. Ethics, respect of nature, social responsibility attract like consumers, responsible and engaged, people like us, right?
And of course, we all know about Ben & Jerry’s wry marketing style! Yes, thanks to their overwhelming creativity, they reinvent their communication all the time!
Every year, everywhere in the world, they invite you to celebrate their birthday by offering you an ice-cream. It’s the free cone day! Watch this video : Peace, Love & Ice Cream
On the political side, during the 2007 French presidential campaign, Woody the cow even put himself into the competition! And in 2008 on the other side of the Atlantic, Ben & Jerry’s supported Barack Obama by lancing the ice-cream “Yes Pecan”!
These three secrets contribute to generate a friendly capital creating an emotional attachment to the brand.
So yes, that’s what brought the founders to say: “If it’s not fun, why do it?”