Ben & Jerry's new super icecream

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Timeline
Start May 27, 2016 11:00
End June 15, 2016 23:59
Results August 2016

Invent the next hit for Ben & Jerrys

Context
If its not fun, why do it? - Jerry Greenfield
"Business has a responsibility to give back to the community."- Ben Cohen
These mottos sum up the philosophy of Ben & Jerrys. Ben & Jerrys make an indulgent and
amazing ice-cream packed with generous chunks and swirls. Its euphoric. Their flavors, like
Cookie Dough, Cherry Garcia, and Chunky Monkey are fun, and famous. Anyone who tries it
once is immediately in love with Ben & Jerrys.
Not only do they make amazingly good ice-cream with crazy flavors and fun names but they
also lead the way with their values. The high-quality milk and cream are sourced from local
farmers and the brownies are from Greyston Bakery, a New York Bakery, which employs lowincome residents and gives them the tools to help lift themselves out of poverty.
Ben & Jerrys is faithful to what the founders had in mind when they created their business
back in 1978. The business creates social and environmental change by supporting
renewable energy, marriage equality, Fair Trade, and voters rights. Its not green-washing;
its not an afterthought' it has been the essence of the company from the very beginning and
is woven into all business decisions. And it does this while having fun with its flavors and
being a little quirky and irreverent. Not many brands get away with flavors like Half Baked,
Cake my Day, and Chubby Hubby. Ben & Jerrys does music festivals, picnics, food trucks,
and climate change ralliesthey arent the people youd find at the fancy black-tie gala, 4star restaurant or on an exclusive yacht.
Now imagine Dean, a 30 year old NYC designer. Hes tech-savvy and loves to go out
exploring new restaurants. Hes been a big fan of Ben & Jerrys since college/university. He
sometimes goes to the supermarket after work just to buy one tub of Cookie Dough. It is one
of his absolute favorites. Because Dean likes to try new things, he loves discovering other
ice-creams brands, crafted and artisanal, when he goes to a festival or to a small boutique
that has opened in the neighborhood. He likes Ben & Jerrys and keeps buying Cookie
Dough, but his new favorites are coming from the new boutique ice-cream shop, where hes
willing to spend upwards of $10 a tub (which is about double what the same size Ben &
Jerrys costs).

How can we attract Dean back to the brand? What amazing and bold innovation can you
think of to make Ben & Jerrys even more desirable, more fun, more indulgent?

Creative Challenge
Amaze us with your bold idea for a new line of Ben & Jerrys that will delight Urban
Millennials and make ice-cream lovers run to go buy it as soon as they hear about it.
Were looking for ideas that push the brand to the next level, things that elevate the brand and
make Ben & Jerrys even more crazy, more bold, more indulgent, more Ben & Jerrys!
There are many ways to reinvent Ben & Jerrys and shake it up. You dont have to change
everything, but heres a list of things you can change:
+ Product: your product idea can involve new ingredients, flavors and textures. It could be
something slightly different from ice cream, like sorbet or gelato, but it needs to be sold in
the frozen section. You can also think about how its produced and from where the
ingredients are sourced.
+ Packaging: shape, format, size, material can be reinvented. But have in mind the fact
that your product idea shouldnt be ice cream on a stick or in a conenot something you
eat handheld; it has to be something sold in a tub and eaten with a spoon. The size of
the cup or tub is up to you (and to be clear, its totally fine if the cup would fit in your
hand, so long as you need a spoon to eat it!).
+ Distribution: think about where ice cream is sold and what are the occasions for people
to discover this new ice cream.
+ Any other things- such as partnerships with other brands, events or seasons, limited
editions for social events, customization is acceptable.
Think out-of-the box! Challenge conventions and make us crave your ice cream!
This is a broad and open brief. What matters the most is that you understand what
Ben & Jerrys is. We need ideas that are true to the brand. Youll have to do a bit a
research in order to be relevant. (there are links on the guidelines). Keep in mind
the fact that Ben & Jerrys ambition is to make: The best possible ice cream made
in the best possible way.
Your idea should be an ice cream that costs a bit moreor even a lot morethan the
existing standard Ben & Jerrys (which is already pricey). Dean is already buying stuff that
costs double Ben & Jerrys, so thats fine. But its has to be worth it. Why would Dean pay
more for this than for his beloved Cookie Dough?
Think about Dean. What does he do? What does he like? For what exciting new product from
Ben & Jerrys would he be ready to spend a bit more? How can we surprise him and make
him crave that special ice cream?
What you are creating for Dean must go beyond a new flavor idea or a great Ben & Jerrys
name. Those names (like Chunky Monkey, Cherry Garcia, Karamel Sutra) can be included
but, lets face it, Ben & Jerrys is already really good at that gig.
Your entry should be composed of: the product idea- described, some images of your own
creation and answers to the questions. Please fill in the template provided. The first page is
fixed and needs to be filled by you; the remaining pages are free.

Tips
The examples are only provided to illustrate our expectations. Please do not use them in your
submission or it will be rejected.
The examples are only provided to illustrate our expectations. Please do not use them in your
submission or it will be rejected.
Taking our ice cream to the next level could be a great option to explore, whether its taking
our ingredients that already do good to ingredients that do GREAT or packaging that makes
an even bolder statement about our values
A good idea for this contest could be a special sorbet. A sorbet is a frozen dessert made of
sweetened water or fruit juices instead of the cream in traditional ice-cream. The sorbet is
made from many different fruits. It does not have artificial flavors, is rainbow colored and it
looks and tastes incredible very refreshing and delicate.
There could be an idea around an ice cream in a cup that you can lick. Its very refreshing,
tastes like a breath of air. The look is amazing as the ice cream is transparent. At some point
the ice cream has melted and its became a juice you can end up drinking.
There could also be a limited edition organic ice cream, sourced from small farms only. Every
year, there would be a completion among farmers in a particular country to become the milk
provider for the whole year. The brand will pick the farm they find to be closest in terms of
social values and commitment to sustainability. The packaging will be made in collaboration
with the farmers so they are really involved and not just milk providers. The next year, another
farm will be selected. People would love this new type of support for farmers!
A bad idea would be a cone, or something that targets children, or just a new flavor idea.

Prizes
Jury's Prize 3,000 1,500 1,000 500

Format
Presentation with images and text (see template)

Winning Criteria
Ben & Jerrys will award the ideas that really fit the brand and could be an exciting new
innovation in the category. You need to delight urban Millennials.

Guidelines
Guidelines for this contest
+ If you change the packaging, please make sure it stays sustainable.
+ Be true to Ben & Jerrys. Visit their Facebook, their YouTube Channel and their
website.
+ Download the template and the logo from the toolkit.
+ Entries should be in English.

eYeka standard guidelines

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+ You must be able to provide the written authorizations from each of the authors
and actors who have contributed to the entry.
+ Do not depict sexual, violent, religious, political content or any illicit content as
per the rules.
+ Any entry that fails to comply with these rules will not be considered for the
contest.

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