Wednesday, November 9, 2011

Free Ice Cream

Ben & Jerry’s believe in operating its business in a socially conscious manner and this has been a trademark of the brand since its inception in Vermont, USA. Like scores of other successful entrepreneurs, the company Ben Cohen & Jerry Greenfield started had humble origins. They were childhood friends who took a $5 course on ice-cream making and in 1978 opened the first Ben & Jerry’s scoop shop in a converted Burlington gas station! [They chose Burlington because it was a college town without an ice cream parlor]. In 1988, then President Ronald Reagan named Ben and Jerry the US Small Business Persons of the Year, and by the year’s end the company was operating shops in 18 states. In 2000 international food giant Unilever purchased the Ben & Jerry’s brand for $326 million, although the deal called for Ben & Jerry’s to be operated separately from Unilever’s other ice cream brands.

Even in 1987 – October 19 to be exact – Ben & Jerry’s served up free ice cream on Wall Street following the stock market collapse. And yesterday, Ben Cohen (see photo below) himself did the same for OWS protestors at New York’s Zuccotti Park – Day 52! This company is definitely not part of the despicable 1 percent!

Photo obtained from the Boing Boing Flickr pool – courtesy of Scott Lynch.

But I wish to apologize that I will NOT be consuming Ben & Jerry’s anytime soon. I have been boycotting Unilever since 2005 – to know why, please read my blog posting dated October 22, 2008! Today, Ben & Jerry's is part of Unilever. In 2000 the latter purchased the Ben & Jerry’s brand for $326 million, although the deal called for Ben & Jerry’s to be operated separately from Unilever’s other ice cream brands (e.g. Wall's).

1 comment:

JessRyl said...

what Ben anD Jerry did was cool! basically i think that There is NO rule !!! It's an open sky with no limit especially when it comes to ice cream! Just MARKET it !!! Current marketing leaders are comfortable to be in the box, but to succeed, again you need to think outside the box. Besides, Everything in marketing requires a certain degree of risk to be creative and different. Like what Ben and Jerry did in Wallstreet was cool! People would love to have a free icecream on a "no money" day! by doing this, they are able to attract some sort of brand and customers awareness....

As promised, this is what i thought of after resding this blog post. :D