Why I love Ben & Jerry’s (It’s Not Just the Amazing New Ice Cream Flavors)

26 Feb Why I love Ben & Jerry’s (It’s Not Just the Amazing New Ice Cream Flavors)

I’m taking a little bit of a change in direction from my SBX Slim Down posts and focusing on something way more delicious: Ben & Jerry’s ice cream. I’m sure most of you have heard by now that they’ve revealed four new “Core Flavors”.  If you haven’t, you can check out the news in this Huffington Post article, which also sums up many of my feelings about the product launch.

The launch has received a lot of attention, but with flavors like Salted Caramel, That’s My Jam, Peanut Butter Fudge, and Hazed & Confused, I’m not surprised.  But, the deliciousness of ice cream aside, marketing-wise, Ben & Jerry’s just has an awesome brand that keeps people in tune with their products.  Throughout the years they’ve maintained their image as a small, “cool” company that does things differently.  So, when they launch a new product type, people pay attention because they’ve cultivated an iconoclastic reputation.

My colleague, Jonathan Katz recently brought a bit from the popular 90’s sitcom, Seinfeld, to my attention that helps explain the revelation in terms of stuffed-crust pizza and why what Ben & Jerry’s has done is so cool:

(From Episode 152 – The Nap  – 1997)

“ELAINE: Gotta get some of that stuffed crust pizza. Cheese crust pizza.

HAL: It’s just more cheese.

ELAINE: I’ll tell you something. It’ll be years before they find places to hide more cheese on a pizza…”

The point is, they’ve gone ahead and discovered a way to innovate a well-known entity.  So, getting media attention for doing something different with a popular staple such as ice cream is a pretty big feat.  It’s a success that came from a combination of their brand, their PR team and their product people.  To Ben & Jerry’s, I say, job well done.

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Kate Nesbitt
knesbitt@speakerboxpr.com
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