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BEN&JERRY'S

Adela, Bianca, Lara, Natalie
by

Patrice Oppliger

on 11 April 2018

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Transcript of BEN&JERRY'S

Adela Cejnarova - Bianca Chaer
Lara Agha - Natalie Montaner
Target
Vegan
Fitness
People trying to lose weight
Environmental Ads
Messages
Channel: bus stops and other places where runners
can see.
BEN & JERRY'S
Product:

Moo-Phoria Low Calorie Ice Cream

Target audience: millennials with healthy/fit lifestyle

Social adjustive or value based - high or low self-monitor

Central Cues: selecting a low-calorie ice cream instead of a regular one
Peripheral Cues: selecting a specific brand of low-calorie ice cream

Channel: social media sponsored posts: Instagram, Facebook

similar other
external reward
ingratiation
Channel: social media

Facebook and Instagram
sponsored posts

Aimed at millennials who follow/like/share
fitness motivation accounts
healthy lifestyle accounts
healthy food accounts
Target Audience: Millennial and iGenerations who are interested in the environment but to do not take active approaches in protecting it.




Peripheral Cues and humor
Channel: Print ads placed outside high schools and university campuses.
Target Audience:
Vegan millennial women
Secondary: People interested in plant-based alternatives

Central cues

Value expressive, low-self monitor

Channel: Social media (Instagram post via a popular vegan influencer)
Similar other & celebrity
Utilitarian
channel:
instagram
influencer:
minimalistbaker;
1mil followers
content:
image redirecting
to blog post of recipes
Urban-based millennials, men and woman, 24-34 yo, well educated, average income rate between $50,000 and $130,000
concerned with losing weight.

High-self monitors, concerned with image

Likely to process information centrally, read labels, seek info

Cognitive Dissonance
(want to lose weight but also eat what they enjoy)

Humor
Introduction
information
(central cue)
86%
of the American population is trying to lose weight*
Emotional Contagion
(people are feeling good while running)

This one is more aimed at new costumers for the new light ice-cream
* Mintel Weight Management 2017; ** Healthy Lifestyles, 2017; ***The Millenial Impact: Food Shopping Decisions
millennials are more likely to consider dietary changes **
millennials focus on taste and enjoyment
factors when buying food ***
Products

Stats
6%
of the Americans now identify as vegan, an increase from 1% in 2014; mostly between
25-34
; &
female
*


39%
of non-vegan Americans are actively looking to incorporate plant-based alternatives into their diet **


Generally interested in: animal welfare, the environment and the pursuit of a healthier lifestyle ***


* GlobalData, 2017; Imaner
** Nielson, 2017
*** Market Research Future, 2016
The reasons behind the targeted approach is because younger generations consumer more ice cream than older ones.

Studies show that
66%
of igeneration consume ice cream as a snack and
61%
of Millennials consumer ice cream to satisfy a sweet craving.
Mintel. Ice Cream, Reasons of Purchase. 2017
Goal: Teach targeted audience more about Global Warming, and change their Ice-Cream brand to Ben and Jerry's
Information
Curvilinear Model
Illustrating moderate fear of Global Warming
“health nuts” group consist mostly of people 18-35 years old*

53%
of millennials agree with the statement “what I eat impacts my physical well-being**

44%
agree with “what I eat impacts my emotional well-being”**

17%
of the millennial group selected "it looks healthy," as one of the drivers to purchase specific ice cream - more than any other age groups***


* Mintel Healthy Lifestyle Report 2017, ** Mintel Better-For-You Eating Trends 2017, ***Mintel Ice Cream 2017
*calories per 1/2 cup
Information
Social Judgment Theory
Targeting audience in their latitude of non commitment
(Choice of Ice Cream brand)
Ingratitation
Channel: out of home/printed ads
located in subway stops close to the tracks
Information
Cognitive Dissonance
Ingratitation
Cognitive Dissonance
Information
This ad will be placed close to point of purchase and is aimed to those that are already brand consumers
Emotional Contagion
when placed in the subway stops in front of the gym. People are feeling good about working out,
endorphins and all
Humor (close to tracks, dumbells lined)
Humor (changing habits, them changing branding and ice-cream format)
Information about the product and where to learn more
Full transcript