Ben & Jerry's: Ben Cohen And Jerry Greenfield

Innovative Flavors

Ben Cohen and Jerry Greenfield's journey began with a small ice cream shop in Burlington, Vermont, where they introduced unique flavors like Oreo Mint and chunky ice cream. Jerry, who has anosmia, focused on the texture of the ice cream, which led to the creation of their signature chunky style, a departure from the norm at the time 1. This innovation was born out of necessity, as commercial machinery couldn't handle large chunks, making their homemade approach distinctive 1. Their story started in middle school, where they bonded over shared experiences, eventually leading to their iconic brand 2.

   

Creative Marketing

Faced with competition from giants like Pillsbury, Ben & Jerry's employed creative marketing strategies to stand out. They launched the "What's the Doughboy Afraid Of?" campaign, targeting Pillsbury's mascot to highlight unfair practices against their brand 3. This grassroots approach involved picketing and provocative ads, effectively drawing public attention to their plight 3. Ben Cohen's solo picket at Pillsbury's headquarters exemplified their determination to fight for their place in the market 4.

   

Social Responsibility

Ben and Jerry's business model was as innovative as their ice cream, focusing on social responsibility and community impact. They implemented policies like capping executive salaries and providing employee benefits, aiming to use their business as a force for good 5. Their commitment extended to sourcing ingredients from socially responsible suppliers, like the Grayston Bakery, which employed former felons 5. Despite their success, the eventual sale to Unilever was a challenging transition, as it threatened the continuation of their social mission 5.