1. Ben and Jerry’s Ice Cream

2. Events #1 Target Market - College Students
They took a College course on how to run a business that only cost $5.00.
Friends helped renovate it. They used cheap, rough cut lumber.
Wanted to find the ideal warm weather place that didn’t have an ice cream shop. They couldn’t find one.
Instead they chose Vermont. A cold place but it didn’t have an ice cream shop.
They found the perfect location – an abandoned Gas Station.

3. Events #2 After they chose their location
As the business grew, the community members would make money on their stock shares
Originally, they had 12 flavors on the menu.
They started selling pint size containers all over the town to grocery stores etc.
They were not making money with just the one store
They had a public stock offering that allowed people of Vermont to be part owners in the company

4. Free Cone Day
Giving away a free cone to everyone, one day each year costs the company a lot of money.
From the companies perspective, why do it?

5. Advertisement #1 What message is the company trying to send?

6. Advertisement #2 What message is the company trying to send?

7. Job Posting
This is an interesting job requirement. Name 3 things you “usually” find on a Job Posting.

8. Frozen Yogurt Commercial
Concept idea behind this advertisement
Yogurt
Commercial
idea
Frozen Yogurt is lighter in fat and calories than regular ice cream
How does Ben & Jerry’s get this idea across to the customer?
In the commercial, they show cows floating upside down in the air
The idea is to show that the cows are so light they are floating
Hence, customers get the idea that frozen yogurt is healthier

9. 2006 Advertisements All about being socially responsible Fair Trade 1
Buying products from 3rd world countries at a fair price 1
More Love/Less Handle
Cream that is better for you so you don’t gain weight
Socially
Responsible 2 3
Climate
Helping the environment

10. Socially Responsible
Developed Rainforest Crunch Ice cream specifically to help save the Rainforest
They bought Brazil Nuts which helped the people in the rainforest get work in a responsible way
They also developed Peace Pops in support of Peace (not war)
They gave money to combat Global Warming

11. Fair Trade Advertisements
What is fair trade? Explain.
Would you be willing to pay more for something that is Fair Trade? Explain.

12. Fair Trade Commercials
Link to videos
What is the main message of these commercials?

13. Containers
In 2006, they began sourcing new containers from a paper supplier that uses pulp from sustainably managed forests.
This also helped them reduce 1000 tons of waste per year compared to our old container.

14. 2008 Advertisement Brownies Cows 1 2 NICE Question 4 Environment 3
The focus is on being “nice”
Cows
Nice to cows. Feeding them good food
Brownies
Hiring underprivileged people to make their brownies 1 2
NICE 4
Question
Is the fact that a company is “nice” important to you? Explain.
Environment
Giving money to charities and causes that help the environment 3

15. Supporting Schools
Buy an ice cream cake and they will donate $3 to your school.

16. Coupons Name 3 reasons why companies issue coupons?
Why do you think the coupon asks you to buy 2 products rather than just 1?

17. Reusing Product
Many restaurants re-use products in several different dishes. What benefit would the advertisement below offer the company?
Why might customers be excited about this idea?

18. Instagram Ads
With more than 100 million users Instagram is an attractive media for marketers looking to attract a young demographic.
B&J has 123,000 followers on Instagram, a respectable figure though far behind others like Starbucks and Nike.

19. Bibliography Learn360. Ben and Jerry’s. A&E television networks video.
Ben and Jerry’s Ice Cream Commercials. youtube videos.
Ben and Jerry’s Instagram Photos. Mashable.com