Ben & Jerry's calls on Twitter followers to name one-off ice cream

Ben & Jerry's: brand seeks name for core ice-cream variety via Twitter
Ben & Jerry's: brand seeks name for core ice-cream variety via Twitter

Ben & Jerry's is rewarding its fans by asking for new flavour suggestions via Twitter for a one-off ice cream that will be delivered solely to the winning fan.

The Unilever-owned ice cream brand is encouraging consumers to Tweet ideas for a new core flavour, using the hashtag #mybenandjerrys. The core ice-creams, launched last year, feature two flavours separated by a soft inner core. The winning tweeter will be delivered a box of their creation in a one-off production run.

A TV ad is also launching this week to raise awareness of the two variants added to Ben & Jerry’s core range this year; Peanut Butter Me Up and Blondie Brownie.

The brand is known for its entertaining flavour names such as "Cherry Garcia" after the American band the Grateful Dead’s late lead guitarist and singer Jerry Garcia, and its annual act of renaming one of its ice-creams in support of gay marriage.

Rhodri Morgan, senior brand manager at Ben & Jerry’s, said: "Ben & Jerry’s Core is currently worth over £15.64 million and we’re backing the range again this year with our TV ad and Twitter campaign.

"Our digital activity will excite existing Ben & Jerry’s fans, while encouraging new consumers to engage with us on our Twitter platform by dreaming up their own Core concoction."



Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers