TOW #11- Ben and Jerry's Ice Cream Label

Ben and Jerry’s is one of the most popular brands of Ice Cream in the United States. Facing fierce competition, much of which is foreign, it is forced to grab the attention of consumers both nationally and internationally. Consequently, the brand must not only advertise through the common advertisement, but on it’s own label. On the label of one of Ben and Jerry’s most popular flavors, Half Baked, this type of promotion has been extremely successful.

            In an isle crammed with massive amounts of ice cream brands, why would someone choose Ben and Jerry’s Half Baked? Ben and Jerry’s brand attempts to answer this question on their bright label, which draws the consumer in. Rather then illustrate their ice cream as rich and elegant, Ben and Jerry’s uses an essentially animated style seemingly geared towards a more youthful audience. The various fonts and colors implemented on the label blend together to create a lively tone, while drawing the eyes of young people to their brand. The animated chocolate and cookie dough on the Half Baked label appeals to the preexisting tendency of young people to enjoy these treats, and thus attract them to a mixture of the two.

            Ben and Jerry’s, after succeeding in drawing their audience's eyes to their product, subsequently list of the main components of their ice cream in the front of their label in order to create a need for their product in the minds of the consumer. Rather then an extensive series of items, this list does not account for specific products that fuse into their ice cream. Instead, the label lists general components of the product. The list describes, “Gobs of Chocolate Chip Cookie Dough and Fudge Brownies”. This vivid description acts as a remedy for the lack of an elegant image of the product.

            Through the use of the bright and fun presentation of the label itself, and the description on the front of the label, Ben and Jerry’s brand is able to attract the consumer to their Half Baked Ice Cream, and all of their flavors. With their unique approach, Ben and Jerry’s successfully attracts people to their product, rather than give up customers to their competition. 

        Ben & Jerry's Half Baked
    http://www.walmart.com/ip/Ben-Jerry-s-Half-Baked-Ice-Cream-1-pt/10309255