Ben & Jerry's Consumer journey

Ben & Jerry's Consumer journey - student project

Web site:


Who eats the most ice cream:

Which American cities eat the most ice cream:


Twitter search:


Business insider article – why ben and jerrys might be as cool as oreo:

Ben and Jerry's sits on the FCB Grid in Feeling/Low involvement quadrant. 

While ice cream may, for some, be an every day grocery item - with Ben and Jerry's price point and their brand messaging they have made an exhaustive amount of flavours for different people, events and cultural changes. It is low involvement because it is not expensive and it is available in most grocery and corner stores (as well as thier own parlours). Although it is a Feeling product because ice cream is a 'sometimes' food and is often shared amoungst families/friends.

Communications Journey: