While writing this post, I'm sitting on the train to Belgium. I'm on my way back from Amsterdam where I attended the kick-off of the 'Givolution'-campaign of Ben & Jerry's, the legendary ice cream brand. As an introduction for an upcoming research project, Unilever invited InSites Consulting for this Ben & Jerry's event. Although it's very cloudy and rainy outside, I'm feeling excited. It has been an epic day.
Ben & Jerry visited the Netherlands to set up their campaign called 'The Givolution' (www.givolution.nl). The goal: give away 100 free ice creams in the hope that the receivers will give away something else to other people, this way Ben and Jerry hope to establish a true 'give-away' chain. And last but not least, they were about to announce that Ben & Jerry's flavors will be Fair Trade Certified by the end of 2013.
On Monday I arrived in Amsterdam around 11am. In the morning the press was invited to the Lloyd Hotel, where Ben & Jerry would give personal interviews. On my arrival in the hotel, I met one of the brand manager of Ben & Jerry's, who seemed to be very, I mean very, excited. Let's face it, meeting the founders of the brand you're working for is a once in a lifetime opportunity.
I looked around in the crowded room and was about to sit down when I suddenly spotted Ben Cohen and Jerry Greenfield in the corner of the room. No glamorous stars but just two ordinary, easy going guys with a big smile on their faces. They truly embody their brand…
Half an hour later, right after lunch, we headed to the centre where Ben and Jerry would hop on a wagon that would take them to the many invited fans, who were impatiently waiting. Off we went, destination Scoopshop, Leidsesplein.
When we arrived minutes later at the Scoopshop, hundreds of fans were standing in line in front of the shop. While leaving the wagon Ben and Jerry immediately started shaking hands with their fans. Again, very low profile and with a big smile for everyone.
Everyone had the opportunity to shake hands with them and a professional photographer made sure it was a moment to cherish. A mythical moment for many fans.
While listening to one of the many interviews that Ben and Jerry gave after the meet & greet, I heard a guy, who was standing just behind me, say to his friend: "Ben & Jerry’s is not a brand, it’s an experience". After this day I can only agree with that man... Both from a personal as from a market research point of view this was truly an amazing day. Being able to meet the original founders of what has become a legendary inspiring brand (or should I say experience) is unforgettable.
In the last interview Ben and Jerry were asked to give their advice to beginning entrepreneurs:
- Start small
- Be very passionate about what you do
- Earn money while doing things ‘right’
"We measure success by how much money we made + how we contributed to the community"
Viva la Givolution! Viva Ben & Jerry’s !