Original flavors, colorful pints and two hippie founders – this is the company Ben & Jerry’s that manufactures ice cream since the Seventies. But a unique marketing mix is not the only outstanding feature of this brand. Fair trade and sustainable commitment are two more attributes which highlight the image of Ben & Jerry’s. Therefore komm.passion planned a strategy to introduce the American ice cream to Germany, Austria and Switzerland.
Founded in the flourishing Seventies by Ben Cohen und Jerry Greenfield, Ben & Jerry’s today is a cult brand in many countries. To make their ice cream even more popular in Germany, Austria and Switzerland, it was the task of komm.passion to draw attention on their unique history and sustainable commitment. Therefore all communication measures should be focused on their connection of delicious ice cream with fair trade. Through their support of the milk industry and their fair trade certification a few years ago they have become a role model for many other companies in the world.
On top of all communication measures was finally the Ben & Jerry’s Fair! Ice Tour which komm.passion communicatively accompanied.
The core idea of the project was to entrench the company in the journalists’ minds as sustainable and committed. Continuous media relations and the intense cultivation of contacts were focused on the relevant media in the area of Germany, Austria and Switzerland. The media PR included the writing of basic articles, press releases concerning product launches as well as the realization of media cooperation.
Additionally, komm.passion initiated a press conference with Jerry Greenfield to call attention on their change to fair trade. Organizing interviews with journalists together with the visiting of editorial offices had been only two steps in a whole series of actions through komm.passion.
Especially through the bus tour that had provided fair trade ice cream all over Germany, Austria and Switzerland, Ben & Jerry’s stayed in the consumers’ and journalists’ minds. Thoroughly developed communication measures helped to introduce the unique history and the sustainable commitment of Ben & Jerry’s to both print and online media as well as radio broadcasting.