The ice cream fans certainly know Ben & Jerry’s, known for its variety of tastes. This time the brand offers more creative gourmands to create their own recipe ….

Holy cow, what a brand!!!
Founded in 1978 by two friends, Bennett Cohen and Jerry Greenfield, the brand has always tried to distinguish itself by its non conformism. From its launch in Vermont (a state where the climate is comparable to the one found in Minsk and Stockholm) to the names of its products (Fossil Fuel, …), we feel the difference.

Ben & Jerry’s is, moreover, a brand close to the consumer, as evidenced by the following paragraph.

Woody and participatory marketing
Woody? This is the name of the cow emblem of the brand. Remember two years ago at the French presidential election, you were asked to vote for Woody. It was Ben & Jerry’s. And now what the brand proposes is simply to create your own pot, “Mettez vous au parfum” proclaims the mark … But what’s about the participatory marketing …
Everything starts by visiting the website . The application is basic. Add 4 basic ingredients, the sauces and rolls, and find a name for your creation.
The winner of each country will have the chance to travel to Santo Domingo to ask Ben and Jerry to taste their flavor and the winner will have is photo  alongside to  those of the founders on the pot

The approach
The participatory device is very interesting. Beyond the creation of recipes, the interest lies in the fact to include the face of the contest winner on pots. Thus the consumer is no longer a lambda human being, he becomes an ambassador for the brand and each customer may find his way around. The participatory approach is fairly advanced since about 3 days after posting your creation, you’ll receive a video, showing the session of tests of your flavour. This is obviously a fake, where the three testers are interpreted by actors. The video was shot so that each tester tries one of the chosen ingredients (for me bananas, cookies and brownies). The scene has undoubtedly been shot for each product and end to end, it’s really a video made for you that you receive. This operation is totally geared towards the consumer and can only increase the affinity for the brand.
The final step is to let consumers create their own ice cream with a near-total freedom in the choice of ingredients. How long will it take to Ben & Jerry’s to take the plunge?