Ben and Jerry's Brand says thank you to fans

Ben and Jerry's brand

If you have a brand that is lucky enough to have a loyal and passionate group of people following you then it’s important every now and then to thank them and keep them engaged. That’s just what Ben and Jerry’s do every year with their annual Free Cone Day.

Did someone say free ice cream? Yes please!!

I’ve walked past a Ben and Jerry’s scoop shop on Free Cone Day in the past and the lines have been massive. I love Ben and Jerry’s but I’m not prepared to line up for a free scoop. But clearly I’m a minority here. You only have to watch their promo video to see how many people love the brand and appreciate that on one day every year they can get a free scoop!

Every year since the company’s first anniversary in 1979, stores in 26 Countries around the world have opened their doors and hosted Free Cone Day to celebrate their brand and to thank loyal patrons for their valuable support.

On their website they sum the day up beautifully “Imagine a world without Cherry Garcia or Chocolate Chip Cookie Dough. Without our fans, many of our famous euphoric flavors would have never seen the light of day. So for over 35 years, Ben & Jerry’s has been celebrating Free Cone Day as a way to say thank you to our loyal customers. After all, you’ve enabled us to scoop our way into the freezers of ice cream aficionados all over the world. So here’s to you, Ben & Jerry’s lover!”

While Ben and Jerry’s have worked hard to build their brand a create values that people respect, the success of the brand comes down to the support of consumers. So what makes this brand so loved? I believe it’s because it has layers, it stands for more than just delicious ice cream and untimely people want to stand by brands that are contributing positively to the world.

This is reflected in their mission and values their website:

Our Product Mission drives us to make fantastic ice cream – for its own sake.
To make, distribute and sell the finest quality all natural ice cream and euphoric concoctions with a continued commitment to incorporating wholesome, natural ingredients and promoting business practices that respect the Earth and the Environment.

Our Economic Mission asks us to manage our Company for sustainable financial growth.
To operate the Company on a sustainable financial basis of profitable growth, increasing value for our stakeholders and expanding opportunities for development and career growth for our employees.

Our Social Mission compels us to use our Company in innovative ways to make the world a better place.
To operate the company in a way that actively recognizes the central role that business plays in society by initiating innovative ways to improve the quality of life locally, nationally and internationally.

There’s no doubt that Free Cone Day generates some free publicity for the brand but more than that its a sincere brand gesture to Ben and Jerry’s loyal followers which should be commended.

Gemma Dittmar
Director of Brand Projects

Post a comment

Tags: , , , , , , , , , , , , , , ,