Today I was having a lecture in an advertising agancy Family Inc’s 4 year birthday party. Besides of me there was another speaker, Brand Building Expert Minna Anttonen from Ben&Jerry’s, which is still a quite unknown ice cream brand in Finland even though well known for example in USA. Minna Anttonen had very interesting speak about the brand and she was the first lecturer that I have got some ice cream (very good!!)

Ben and Jerry’s is a premium ice cream brand with fine idea behind it. It does not advertise itself at least here in Finland but it is involved in many “social conscious” campaigns and through that it seeks to get good publicity. For example in last year it promised to give one euro/ sold ice cream pack to some charity. People were asked to what purpose to give the money. The mental health issues of young people got votes the most, and they donated the money to Helsinki Mission crisis phone targeted to help young people.

Ben and Jerry’s has the first fair trade ice cream for sale here in Finlad and it serves carbon neutral ice-cream. They also use green energy sources for ice cream production and are really concerned about the climate change issues- and also act based on their concerns. Doing good for the society is really one of their targets. Specially here in Finland this kind of social counsiousness of companies or brands is unique. I hope that many other companies start to follow the excellent example of Ben&Jerry’s !! One interesting question is that how does Ben&Jerry’s philosophy suit to Unilever’s one. I really hope that Unilever as a megacorporation would adapt one of its brand’s philosophy more. 

image from page: http://www.consortfrozenfoods.co.uk/index2.php