Earlier this year when Hagen-Daz, like many other ice cream manufacturers reduced the size of their pints (a "cost-saving measure" according to Hagen-Daz) Ben & Jerry's fired back with an ad face slapping "you deserve more ice cream" campaign boldly declaring what is clearly more obvious to consumers than to ice cream marketeers - "A pint is not a pint unless it's a pint."
I would have to agree with both Ben and Jerry on this one - and so would any elementary school math teacher.
To date, Ben and Jerry's has refused to reduce their carton size in an attempt to dupe consumers and their sales remain strong.
Key to Successful Growth
The original scoop shop became a community favorite thanks to its rich ice cream and creative flavors. Ben and Jerry also made it a point to connect with the community, hosting a free film festival and giving away free scoops on the first anniversary of the store, a tradition that still continues. In 1980, the duo began making pints to sell to local grocers. In 1981, they expanded this operation.
Business increased significantly. In 1983, the company opened its first non-Vermont franchise in Maine, and signed a deal with a Boston distribution company. Signature flavors were unveiled during the 1980s – including New York Super Fudge Chunk and Cherry Garcia – and by 1987 sales were at $32 million. In 1988, President Ronald Reagan named Ben and Jerry the U.S. Small Business Persons of the Year, and by the year’s end the company was operating shops in 18 states.
Kudos to Ben & Jerry’s. We’ve come across this issue regarding so-called “half gallons” of ice cream that are now 1.75 quarts – some of which now have special labeling that says “Same Large Size!” Same large size as what??? It’s completely misleading.
Also, a new trend you will notice if you look closely – brands we historically associate with ICE CREAM are now making “frozen desserts” in the same containers. Markings on the labels do everything possible to convince you that you are buying ice cream but looking at the fine print indicates differently.
This article has perfect timing by the way, as it was just this past weekend that we noticed the Hagen-Daz “pint” is now 14 ounces. Shame on them and good for Ben & Jerry’s.
This is an excellent point, I think that at times businesses seem to think that it will be profitable to cut back on quality to try to improve their revenue coming in. Unfortunately, however, this often doesn’t work. Ben & Jerry’s is an excellent example of this.
Another excellent point is how cutting back on marketing, especially print advertising is often the equivalent of shooting your company in the foot. Although the current economic times do seem uncertain, it is the ideal time to rise above the rest. We’ve taken this opportunity to invest in print advertising (we’ve been using an amazing printer: http://www.digitallizard.com/small-medium-business.php) as a real push through the recession.