As a brief this module we each looked into an innovative brand, and how it connects with generation Z. In my group all we chose brands form the food and drink sector to compare and contrast from the Gen Z view point.
To begin with I decided to create a comprehensive mind map exploring the generation Z consumer of Ben and Jerry's. I discovered their consumer is looking for comfort food as a solution to something going on in their life. As a product it's easily identifiable and considered to be 'instagrammable' as a sort of status update informing your followers of a hard time or celebration.
The most common consumer, I believe of the generation is someone going through a break up. The classic Ben and Jerry's, comfy PJs and netflix in bed as a coping mechanism for something upsetting is something the brand has picked up on and capitalized as a result of. I would even say that they have adjusted their vision of who their consumers are to situations rather than people. Therefore targeting people in certain situations, whether that's a break up, date night, girls night in or celebration treat, I have found that they market their product as something to eat in these scenarios rather than something eaten by certain people. This means their consumer base is constantly changing as people go in and out of these situations as their life changes, fluctuating in numbers all the time.
Visually the brand's imagery is centred very heavily around the product and the contents of each flavour as that is ultimately what makes them unique and desired. Each visual is dense in colour, texture and content meaning each product is clearly displayed to the viewer. Due to their individuality, the products speak for themselves and therefore their marketing is less about pushing their products but displaying exactly what it is.
As a brand, Ben and Jerry's has three main values: the first is to make good ice cream with natural ingredients combining ice cream with naughty snacks and desserts. To be a company of sustainable financial growth increasing stock values and expanding opportunities for career development for all employees. Finally to use ice cream to make the world a better place. Ben and Jerry's as a company are owned by Unilever so has an active impact by initiating innovative ways to improve local, national and international qualities of life. They do this by always having a 'flavour with a moral' that is all about tackling an issue both they and their consumer are passionate about, with their ice cream. Currently 'Justiced Remixed' is one of their ethical flavours thats tackling criminal justice in America. Their cinnamon and chocolate ice cream with chunks of cinnamon and spicy fudge brownie has been created to raise awareness of how if you're a black person in America and convicted for the same crime as a white person you are more likely to be punished for longer time. Therefore to do something with this flavour, there is a percentage of the price sent to actively change this as well as a petition of currently 110279 signatures to make a change.
Overall this is a brand that knows who they can sell to and how they are going to interact with their audience. Their aims and values are always developing and they have a clear design recipe that flows through all platforms from print to insta posts. I think as a model they have it spot on aiming at situations rather than people and is something that other brands could definitely be inspired by.
St.
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