“If I had 1,000,000 Flavours”The First-Ever Canadian Ben & Jerry’s Flavour Launch

Presented by Harbinger: May 18, 2010

Ellis Kopel Project of the Year Entry

Scenario:• Ben & Jerry’s is a fun, unique, quirky, creative and socially

conscious company that resides in the super premium ice cream category.

• A big part of their business is focused on “giving back” to the communities they’re in.

• Given the brand’s deep roots in Vermont, they’re perceived as an American brand with little awareness north of the border.

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Program Overview / Concept• Tasked with making the Ben & Jerry’s brand culturally

relevant in Canada and officially launching the brand in Canada.

• The Ben & Jerry’s brand has a long history of positive partnerships with influential personalities (Phish, DMB, Jerry Garcia, Steven Colbert, Elton John) that resonate with their consumer.

• Identified and forged Ben & Jerry’s most recent partnership with one of Canada’s most recognized, beloved and unmistakably Canadian bands…

The Barenaked Ladies!

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Program Objectives• Make Ben and Jerry’s culturally relevant in Canada

• Generate awareness of the new flavour and flavour attributes

• Drive trial! Get consumers to pick up a pint next time they visit the store and tell their friends about it

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Communication Objectives• Introduce Ben & Jerry’s first-ever Canadian flavour

• Announce the partnership between Ben & Jerry’s and the Barenaked Ladies

• Communicate that “If I had 1,000,000 Flavours” is Ben & Jerry’s most indulgent flavour yet (and continues to be…)

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Who are we talking to? • 24-35 years olds, male and female, city-centre living, into

conscientious consumerism (want their purchases to reflect their beliefs - environmentalism, social justice, etc).

• Have just started their career and are looking to make a dent in the world.

• Prone to impulse purchases and typically buy what they “feel like”. Ice cream is seen as a treat/reward, and is usually bought when they feel like they deserve it (i.e., on a particular tough day or when they feel like they have really worked hard).

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Strategic Approach• Campaign was led by grassroots, buzz-building efforts,

culminating in a press conference at a Canadian landmark, the CN Tower

• All Barenaked Ladies band members were onsite to reveal to media “If I had 1,000,000 Flavours”, a play on their iconic tune, “If I had $1,000,000”

• National media relations/social media campaign kicked-off on the same day to ensure coverage on a national scale.

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Challenges• Domination of the premium ice cream category by

competitor, Haagen-Dazs

• Learning how to get ice cream across the country… without melting

• Working with “free-thinkers” in a corporate setting

• Limited budget – only PR support

• BNL’s schedule and other… issues

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Challenges

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Challenges

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Challenges

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Key Messages• Ben & Jerry’s is teaming up with Barenaked Ladies to launch

its first ever Canadian flavour – If I had 1,000,000 flavours

• If I had 1,000,000 Flavours is the most supremely indulgent and wacky flavour ever with a mix of chocolate and vanilla ice cream and four chunks (peanut butter cups, chocolate-coated toffee chunks, white chocolate chunks and chocolate-coated almonds)

• Through their partnership with Ben & Jerry’s, BNL will donate proceeds from the sale of If I had 1,000,000 flavours to ABC Canada, to support family literacy

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Activities done / Timing

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Activities done / Timing

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Activities done / Timing

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Budget (total/agency fees)• Approximately $225k, with $120k in fees

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Social & Cultural Impact• Raised profile and funds in support of ABC Canada

• Provided BNL fans (and BNL) with a positive news story about their favourite band at a time when they needed it

• Brought the Ben & Jerry’s spirit to Canada

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Results / PR generated

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Results / PR generated• Set goals of 20 million media impressions and 10 media

outlets in attendance at our launch event

• Exceeded targets, reaching more than 33 million media impressions and 18 media outlets onsite at launch announcement

• More than 95% of coverage included:

- Ben & Jerry’s brand mention

- Mention or quote from the Barenaked Ladies

- Key messages about the product

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Results / PR generated• Coverage obtained in every Canadian province

• 30 print outlets – Toronto Star, Globe & Mail, National Post, Metro, 24 Hours

• 40 broadcast outlets – CHUM-FM, Virgin 99.9, CP24 Breakfast, CTV Newsnet, eTalk, Entertainment Tonight Canada

• 70 website mentions – Entertainment Weekly, BlogTO, canoe.com, Toronto Life, Torontoist

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Evaluation• If I had 1,000,000 Flavours is now the #3 ice cream sku for

Ben & Jerry’s

• Met and exceeded communication objectives

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