A three-city sampling effort for Ben & Jerry’s new pre-packed ice
cream cones got consumers to help spread the brand buzz. Sampling teams
in New York City and Chicago (both earlier this month) and San
Francisco (this week) distributed 50 000 full-size cones per market.
The Ben & Jerry’s twist? In addition to standard sampling on the
streets consumers could request that B&J reps deliver samples to
friends’ homes or offices later in the week—friends had to live or work
within a certain distance of the sampling home base. “The great thing
about it is the feeling that people have when they’re receiving a cone
delivery ” Noelle Pirnie integrated marketing manager at Ben &
Jerry’s told Buzz. “The person who places the order tells their
friends about it but also the person who receives will tell friends
Pirnie said the brand averaged roughly 500 friend-to-friend deliveries
per market. One pre-event concern was getting brand reps past security
at office buildings especially in NYC but Pirnie said guards
generally let the staffers inside in exchange for a little ice cream of
their own. Agency: TBA Global Events Woodland Hills CA .
On July 10 in Washington DC the brand kicks off a separate
cause-focused campaign the American Pie Tour. The initiative which
will hit nine markets is aimed at getting Americans to urge Congress
to fund children’s programs rather than weapons projects—and to promote
a new American Pie ice cream.