Ben & Jerry’s
PR for perhaps the best ice cream in the world
When Ben Cohen and Jerry Greenfield opened their first ice cream parlour in 1978, it was the first chapter in the success story of the super premium ice cream brand Ben & Jerry’s. Today, Ben & Jerry’s is not only seen all over the world as the epitome of the very best in ice cream, it is also a frozen philosophy and way of life. This is mainly due to the corporate, ecological and social commitment that is as much a part of Ben & Jerry’s as the quality ingredients and funny names of the various ice cream flavours.
Straub & Straub provided brand and product PR for Ben & Jerry’s, assisted them with corporate communications and brought the flagship project “Ben & Jerry’s Climate Change College” to the media. A young student was trained in an international team to become a climate ambassador. Straub & Straub motivated the media to report on his research adventure lasting several weeks (end of April, beginning of May 2007) in the Arctic. The focus was on large Internet portals, blogs, newspapers and news magazines, as well as the young media that appealed to the target group. For radio stations such as MDR, we organised call-ins from the Arctic. A host of media reported on this topic – from the Süddeutsche Zeitung and Focus to mobile media (Deutsche Bahn).
Pictures: Ben & Jerry´s