Comments on: What’s The Scoop at Ben & Jerry’s?

By: lilikindsli

lilikindsli — Thu, 01 Oct 2009 10:15:04 +0000

8PvDLf I want to say – thank you for this!

By: Melissa

Melissa — Fri, 25 Sep 2009 17:23:03 +0000

Great post. Ben & Jerry’s was one of the few case studies from my college marketing courses that I’ve always remembered and mentioned to others.
They are a remarkable organization, and I am very sad to see the ‘core values’ have a potential expiration date next year. Hopefully someone from Unilever will see your post and these comments, and think twice before pursuing any changes. B&J is one of the VERY few major brands that truly upholds the mission they promote.

By: Ted

Ted — Tue, 22 Sep 2009 03:41:58 +0000

I like Ben & Jerry’s because it has a personality and it tastes really, really, good. Great story + great product = lots of sales.

By: Elizabeth

Elizabeth — Tue, 22 Sep 2009 03:12:50 +0000

I lived in NYC this past summer and every day I rode the subway. Usually I was too tired trying to keep my eyes open, but I never noticed all the advertisements covering the wall at my West 4th stop.
At least twice a day I passed by the wall and nothing ever stood out, except an ad from Ben & Jerry’s. The entire wall was full of neon blue, bright green and yellow colors. It had the Ben & Jerry’s cows and text written, but it was all upside-down.
Talk about creativity. Ben & Jerry’s advertisement was the only one that caught my attention throughout the three months I lived there. With creativity and innovation like that, I think they will be here for awhile.

By: Steve Woodruff

Steve Woodruff — Mon, 21 Sep 2009 14:11:28 +0000

It will be interesting to see if Unilever takes the “If it ain’t broke, let’s fix it” approach that so many companies take. Wouldn’t surprise me in the least…

By: MAS1916

MAS1916 — Thu, 17 Sep 2009 21:43:23 +0000

Argh… I didnt’ know of the 2010 Unilever contract.
As long as they don’t touch the formula for Heath Coffee Toffee Crunch. Fool around with this and the space-time continuum will be irreparably disrupted, leading to the end of life as we know it.
Don’t touch what works!
Thanks for the post!
MAS
http://seoconsultantsdenver.thewebinfocenter.com

By: Jonathan Kranz

Jonathan Kranz — Thu, 17 Sep 2009 12:57:50 +0000

You realize, of course, that in 2010 those “core values” will be up for grabs? That’s when the 10-year contract B&J signed with Unilever expires and the latter will be free to tinker with ice cream formulas and brand formulations as it sees fit. If they’re smart, they won’t; but I bet B&J ice cream is way more expensive to make than the regular stuff, so the temptation to fuss around with it will be great…

By: Guillaume

Guillaume — Thu, 17 Sep 2009 09:35:02 +0000

As you said they stick to their core values, especially with their last move of supporting same sex unions in Vermont.

By: Strategic Growth Advisors

Strategic Growth Advisors — Thu, 17 Sep 2009 02:04:19 +0000

Hey, Steve. Thanks for the nice post.
In my own point of view, I think that there is more to making a brand prominent than a basic knowledge in marketing.
You have to be creative, innovative and, of course, stick with your core values even if your brand is already a worldwide sensation.