ben jerrys brand v03
TRANSCRIPT
Brand EvaluationAn Evaluation of the Vermont based Ben & Jerry’s Company
Design 797 | Peter Kwok Chan | SU 2011Allen J Cochran
Carrie Krochta
Overview
History
A Song About Ice Cream...
Brand Pyramid
Core
Personality
Positioning
Audience
2
History of Ben & Jerry’s
Started 1978 in an old Burlington, Vermont gas station
1980, Rented warehouse space to begin packaging pints for sale
1982, Franchising begins in Shelburne, Vermont
1983, Ice cream sales expand to all of New England
1984, Haagen-Daz tried to limit Ben & Jerry’s sales, prompting law suit
1986, Ben & Jerry’s begins giving tours of new HQ creamery
1989, Company takes activist stance against Bovine Horimone
1989, Concentrated giving effort begins, proceeds of new flavor goes to
the rainforest
3
History of Ben & Jerry’s
1990, Begins buying ingredients from companies that are local and
provide help to disadvantaged
1992, Joins national non-profit Children’s Defense Fund
1994, Expands to the United Kingdom
1998, New packaging and corporate branding campaign begins
1999, Joins Merriam-Websters linguistic activism campaign
2000, Bought by Unilever under the promise to stay social positive
2001, Changes to all Eco-pint containers
2004, Rock the Vote campaign is spear-headed by Ben & Jerry’s
4
A Song About Ice Cream...
View the full video here: http://www.huffingtonpost.com/2011/03/04/colbert-fallon-stewart-ice-cream_n_831250.html
5
Brand Pyramid | Overview
6
Audience
Core
Personality
Target Audience
Target Audience
Message
Positioning
Essence
Embodiment
Benefits
Placement
Customers
Brand Pyramid | Core
7
Fun & Playful
Graphic Vocabulary
• Anthropomorphic Cows
• Interactive Website
• Product Treatment
Naming
• Chunky Monkey
• Phish Food
• Cherry Garcia
Placement
• Stephen Colbert
• Jimmy Fallon
• Jerry Garcia
Product Specifications
• Potato Chip Clusters
• Regional Ingredients
Social Responsibility
Ethical business
practices (caring for
employees and
consumers)
Environmentally friendly
business practices
(“promoting business
practices that respect
the Earth and the
environment”)
Economically
sustainable business
practices
Transparent about the
process (From Cow to
Cone feature on
website)
Euphoric
5 flavors the reference an
altered or euphoric state
• Bonnaroo Buzz
• Magic Brownies
• Half Baked
• Karamel Sutra
• Coffee, Coffee,
BuzzBuzzBuzz
Colbert segment
references a
“dreamland” similar in
aesthetic to the website
background and the
graphics on the
container.
Choice &Liberation
Nearly 50 flavors
Focus on the enjoyment
-- freedom to go crazy
with flavor
combinations, freedom to
indulge in that euphoric
state.
Brand Pyramid | Personality
8
Brand Pyramid | Message
9
Have funwith yourfood
MoralLiving
SociallyResponsible
EnviormentallyConcious
Brand Pyramid | Positioning
10
Liberal Conservative
Philanthropic
Misanthropic
Dairy Queen
Graeter’s
Haagen-DazJeni’s
Ben & Jerry’s
Brand Pyramid | Positioning
11
Fun &Playful
Mundane &Serious
Haagen-DazsBen & Jerry’s
Choice &Liberation
Prescribed &Constricted
Sobering &Disparaging
Euphoric
SociallyResponsible
Conservative
Dairy QueenGraeter’sJeni’s
Brand Pyramid | Audience
12
Fun &Playful
Choice &Liberation
Euphoric
SociallyResponsible
Audience Profile
• Young at heart, not necessarily young though
• Socially conscious, politically minded
• Lovers of life with disposable income
• Work hard and play harder
• Emotional drivers: Citizenship and Freedom
Emotional Drivers
• Citizenship
• Freedom