Ben & Jerry’s: Putting faces to Canada’s 33 million flavours

Canadians finally have their very own Ben & Jerry's ice cream flavour, named after homegrown pop group Barenaked Ladies' song 'If I had $1,000,000.'

Canadians finally have their very own Ben & Jerry’s ice cream flavour, named after homegrown pop group Barenaked Ladies’ song ‘If I had $1,000,000.’

A Twitter campaign, developed by Capital C and promoted by Harbinger, built buzz around the product, ‘If I had 1,000,000 Flavours,’ in April. Six ‘flavours’ anxiously tweeted about whether or not they would be part of the new ice cream. They each had a personality and bickered with each other, all the while asking consumers to support their cause. About 3,800 people joined the Twitter soap box, which was promoted through Unilever’s email subscriber list, a Facebook page and partnerships with influential Twitterati.

The second phase of the campaign, launched in May, drove ice cream fans to Ifihadamillionflavours.com, where they can ‘flavourize’ themselves by uploading their portraits, which are then recreated using a mosaic of flavour icons. One lucky winner will get four front-row tickets, accommodations and flights to a Barenaked Ladies concert and a chance to meet the band, while two other winners will score a year’s supply of the new ice cream. All proceeds from the sale of the new flavour will go to support ABC Canada Literacy Foundation.

The cheeky campaign is standard marketing M.O. for the brand, says Shoshana Price, brand champion for Ben & Jerry’s. ‘We never go for the typical advertising campaign. It’s about connecting to consumers in different and unique ways and supporting causes that are meaningful to them. So this is very much in the spirit of the brand.’