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Ben & Jerry's advertising
The document outlines a marketing strategy for Ben & Jerry's ice cream, emphasizing brand awareness and consumer engagement. It highlights a variety of advertising mediums including TV, press, social media, and in-store activations to reach a diverse audience. The key objectives include increasing consumption and loyalty while associating the brand with positive 'moments' in consumers' lives.
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Ben & Jerry's advertising
- 2. Advertising Agency Daniel Rodriguez GeorgeGiannoulis Irina Rybinia Natalia Garcia Lucrezia Squillante Cynthia Wainaina
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- 6. COMPANY OVERVIEW Born 1978 UK 1994 Unilever 2000 Here atBen & Jerry’s, we spend our days and nights finding foods from around the world, mixing, blending, chopping, whipping, and tasting them until we come up with unique, unmatched food euphoria. 290 300295 UK SCOOP SHOPS
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- 8. PRODUCT More than 40 Flavours Morethan 37 years ago, two men had an idea about using their creativity to create unique and fun ice cream flavours that would not only spark customers’ taste buds, but that would bring them back and keep them guessing and waiting for the new creation.
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- 10. AUDIENCE WHAT THEY HEAR WHAT THEY THINK& FEEL WHAT THEY SEE WHAT THEY SAY & DO @DoctorChristian @SoVeryBritish Individually sound people I like to try new brands
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- 12. MARKET TRENDS ICE CREAMSALES GROWTH BY CATEGORY 2010 Frozen Yogurt Impulse IC Ice Cream Take Home IC Retail Artinsan IC 10% 2% 2011 9% 4% 6% 4% 3% 3% 3% 2014 3% 10% 2% 3% 1% 2013 4% 10% 3% 1% 1% 2012 16% 7% 4% 3% 1% 2% 1 32 VANILLA CHOCOLATE STRAWBERRY
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- 15. MESSAGE Ben and Jerry’sis a premium ice-cream brand that is associated with pleasure and enjoyment in every situation. The flavours cater to all individual tastes and lifestyles. “Don’t make the decision based on the weather, you can enjoy Ben & Jerry’s whenever.”
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- 17. OBJECTIVES GENERAL OBJECTIVE To maintainconsumption of Ben & Jerry’s at a steady rate all year around and raise awareness of Ben & Jerry’s, keeping the brand at the top of consumers’ choice set. SPECIFIC OBJECTIVES Associate of ice cream consumption with ‘moments’. Associate flavours with personality and lifestyle traits. Generate loyalty towards the brand 12% increase in consumption 4% increase of loyal customers 33% Increase of web traffic
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- 19. TV The TV adwill be displayed: - On 3 different channels - During 6 different shows.
- 20. WHAT ISYOUR MOMENT? #B&JMoment Benjerryuk@benandjerryUK WALK ITOFF MY BIRTHDAY IN LOVE EASING JUST STARTING CUDDLING EASING BACK TO WORKDURING NEWYEAR’S EVE UP GENTLY INTO SEMI RS NA THE DAYIN WITH OR WITHOUT FRI EN DS... COUPLES TO SHARE FOR A MIDNIGHT TREAT The press ad will be: - Printed in 30 magazines - Published in 5 newspapers PRESS
- 21. BILLBOARDS 4 locations Posters replacedafter 6 weeks - Near hyper and supermarkets - On highways - In the most populated areas (working, living). BILLBOARD
- 22. Don’t make thedecision based on the weather, you can enjoy Ben & Jerry’s whenever. #B&JMoment SOCIAL MEDIA 1. QR Codes in the tubs 2. Social media registration and twitting. #B&JMoment 3. Promotion 4. Weekly winners 5. Final winners:
- 23. In-store navigation directingshoppers through “in-store activation point” 1. With constant flow of social media. 2. Partnership with 30 major hypermarket stores (Sainsbury’s and Tesco) around IN-STORE IPADS
- 24. FRIDGE - Point ofconection with consumers. - Increase sales. (15%) RELAX AREA: - Customer attraction - Customer engagement. - Interact with the brand. SAMPLES: - Reach 11.700 consumers. - Brand awarness. - Explanation of the on-line activity with promoters. IN-STORE ACTIVATION Activation of 30 stores
- 25. COWMOBILE 3 months acrossthe UK starting in March in Brighton. London - It will stop in 12 cities only during weekends. - 20 different flavours - 40 varieties of chunky bits
- 26. PERFECT MOVIE COMPANION CINEMA 4 postersper location 770 Cinemas in the UK For a total of 3080 impresions
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- 28. TV PRESS BILLBOARDS SOCIAL MEDIA IN-STORE IPADS IN-STOREACTIVATION COWMOBILE POSTERS Core of the advertising campaign, Introduction of concept Core of the advertising campaign, Introduction of concept Will run through the entire campaign, placed near hypermarkets and highways Will run through the entire campaign, announcing weekly winners Will run through the entire campaign, displayed only in cinemas Shopping carts will be placed in all partner stores, entire campaign Will run every month in 10 different hypermarkets MARCH APRIL MAY 2’303,500 5’000,040 319,200 20,000 85,500 310,000 85,000 12,320 TOTAL 10,000 Fee 8% OTHER COSTS 8’578,155 Each weekend promoting in a different city
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