Invent the next hit for Ben & Jerry’s
“If it’s not fun, why do it?” - Jerry Greenfield
"Business has a responsibility to give back to the community."- Ben Cohen
These mottos sum up the philosophy of Ben & Jerry’s. Ben & Jerry’s make an indulgent and amazing ice-cream packed with generous chunks and swirls. It’s euphoric. Their flavors, like Cookie Dough, Cherry Garcia, and Chunky Monkey are fun, and famous. Anyone who tries it once is immediately in love with Ben & Jerry’s.
Not only do they make amazingly good ice-cream with crazy flavors and fun names but they also lead the way with their values. The high-quality milk and cream are sourced from local farmers and the brownies are from Greyston Bakery, a New York Bakery, which employs low-income residents and gives them the tools to help lift themselves out of poverty.
Ben & Jerry’s is faithful to what the founders had in mind when they created their business back in 1978. The business creates social and environmental change by supporting renewable energy, marriage equality, Fair Trade, and voters’ rights. It’s not green-washing; it’s not an afterthought' it has been the essence of the company from the very beginning and is woven into all business decisions. And it does this while having fun with its flavors and being a little quirky and irreverent. Not many brands get away with flavors like Half Baked, Cake my Day, and Chubby Hubby. Ben & Jerry’s does music festivals, picnics, food trucks, and climate change rallies—they aren’t the people you’d find at the fancy black-tie gala, 4-star restaurant or on an exclusive yacht.
Now imagine Dean, a 30 year old NYC designer. He’s tech-savvy and loves to go out exploring new restaurants. He’s been a big fan of Ben & Jerry’s since college/university. He sometimes goes to the supermarket after work just to buy one tub of Cookie Dough. It is one of his absolute favorites. Because Dean likes to try new things, he loves discovering other ice-creams brands, crafted and artisanal, when he goes to a festival or to a small boutique that has opened in the neighborhood. He likes Ben & Jerry’s and keeps buying Cookie Dough, but his new favorites are coming from the new boutique ice-cream shop, where he’s willing to spend upwards of $10 a tub (which is about double what the same size Ben & Jerry’s costs).
How can we attract Dean back to the brand? What amazing and bold innovation can you think of to make Ben & Jerry’s even more desirable, more fun, more indulgent?
Amaze us with your bold idea for a new line of Ben & Jerry’s that will delight Urban Millennials and make ice-cream lovers run to go buy it as soon as they hear about it.
We’re looking for ideas that push the brand to the next level, things that elevate the brand and make Ben & Jerry’s even more crazy, more bold, more indulgent, more Ben & Jerry’s!
There are many ways to reinvent Ben & Jerry’s and shake it up. You don’t have to change everything, but here’s a list of things you can change:
- Product: your product idea can involve new ingredients, flavors and textures. It could be something slightly different from ice cream, like sorbet or gelato, but it needs to be sold in the frozen section. You can also think about how it’s produced and from where the ingredients are sourced.
- Packaging: shape, format, size, material can be reinvented. But have in mind the fact that your product idea shouldn’t be ice cream on a stick or in a cone—not something you eat handheld; it has to be something sold in a tub and eaten with a spoon. The size of the cup or tub is up to you (and to be clear, it’s totally fine if the cup would fit in your hand, so long as you need a spoon to eat it!).
- Distribution: think about where ice cream is sold and what are the occasions for people to discover this new ice cream.
- Any other things- such as partnerships with other brands, events or seasons, limited editions for social events, customization – is acceptable.
Think out-of-the box! Challenge conventions and make us crave your ice cream!
This is a broad and open brief. What matters the most is that you understand what Ben & Jerry’s is. We need ideas that are true to the brand. You’ll have to do a bit a research in order to be relevant. (there are links on the guidelines). Keep in mind the fact that Ben & Jerry’s ambition is to make: “The best possible ice cream made in the best possible way.”
Your idea should be an ice cream that costs a bit more—or even a lot more—than the existing standard Ben & Jerry’s (which is already pricey). Dean is already buying stuff that costs double Ben & Jerry’s, so that’s fine. But it’s has to be worth it. Why would Dean pay more for this than for his beloved Cookie Dough?
Think about Dean. What does he do? What does he like? For what exciting new product from Ben & Jerry’s would he be ready to spend a bit more? How can we surprise him and make him crave that special ice cream?
What you are creating for Dean must go beyond a new flavor idea or a great Ben & Jerry’s name. Those names (like Chunky Monkey, Cherry Garcia, Karamel Sutra) can be included—but, let’s face it, Ben & Jerry’s is already really good at that gig.
Your entry should be composed of: the product idea- described, some images of your own creation and answers to the questions. Please fill in the template provided. The first page is fixed and needs to be filled by you; the remaining pages are free.
The examples are only provided to illustrate our expectations. Please do not use them in your submission or it will be rejected.
Taking our ice cream to the next level could be a great option to explore, whether it’s taking our ingredients that already do good to ingredients that do GREAT or packaging that makes an even bolder statement about our values
A good idea for this contest could be a special sorbet. A sorbet is a frozen dessert made of sweetened water or fruit juices instead of the cream in traditional ice-cream. The sorbet is made from many different fruits. It does not have artificial flavors, is rainbow colored and it looks and tastes incredible… very refreshing and delicate.
There could be an idea around an ice cream in a cup that you can lick. It’s very refreshing, tastes like a breath of air. The look is amazing as the ice cream is transparent. At some point the ice cream has melted and it’s became a juice you can end up drinking.
There could also be a limited edition organic ice cream, sourced from small farms only. Every year, there would be a completion among farmers in a particular country to become the milk provider for the whole year. The brand will pick the farm they find to be closest in terms of social values and commitment to sustainability. The packaging will be made in collaboration with the farmers so they are really involved and not just milk providers. The next year, another farm will be selected. People would love this new type of support for farmers!
A bad idea would be a cone, or something that targets children, or just a new flavor idea.
- #1 賞 3,000€
- #2 賞 1,500€
- #3 賞 1,000€
- #4 賞 500€
Presentation with images and text (see template)
Ben & Jerry’s will award the ideas that really fit the brand and could be an exciting new innovation in the category. You need to delight urban Millennials.
- If you change the packaging, please make sure it stays sustainable.
- Be true to Ben & Jerry’s. Visit their Facebook, their YouTube Channel and their website.
- Download the template and the logo from the toolkit.
- Entries should be in English.