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

1. “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

2. 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.

3. 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!

4. 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

5. 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…)

6. 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).

7. 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.

8. 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

9. Challenges

10. Challenges

11. Challenges

12. 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

13. Activities done / Timing

14. Activities done / Timing

15. Activities done / Timing

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

17. 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

18. Results / PR generated

19. 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

20. 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

21. Evaluation • If I had 1,000,000 Flavours is now the #3 ice cream sku for Ben & Jerry’s • Met and exceeded communication objectives