Ben & Jerry’s latest popular Collaborations
- Maxime Dekens
- Nov 24, 2021
- 3 min read
Updated: Nov 28, 2021
Currently, it is very common for completely different brands to join in collaborations in order to reach a new audience. A synergy between the values and tones of each brand allows to form commercial associations to create new content through this initiative. These market strategies are often advantageous both for brands, since they increase their audience, and consumers, who acquire two brands at the same time for the price of one.
On May 23, 2020, Ben & Jerry’s and fashion brand Nike teamed up to launch their collaboration: Ben and Jerry’s x Nike SB Dunk low “Chunky Dunkys”. It is not surprising that Ben and Jerry’s wanted to do a collaboration with Nike. The sports fashion brand occupies the first position in the world ranking of Brand value, with a value of $ 30,443M, far exceeding the Brand value of $ 15,599M from Gucci, who occupies the second place.
Although the initial retail value of these shoes was $ 100 when it went on the market, the price currently rises to more than $ 1,200. But, how could it be that the most popular shoes of 2020 were not a collaboration with some great luxury brand, but rather an extravagant design from an ice cream brand? StockX co-founder Josh Luber claims that this increase is strictly consequence of the supply and demand, as these shoes were a very limited edition.
On other occasions, the ice cream brand has already collaborated with large popular companies such as the American pay television brand: Netflix.
Last year, Ben & Jerry's released a new ice cream flavour called “Netflix & Chilll'd”, a mixture of brownie, peanut butter, almond milk and pretzel. The name refers to the popular phrase “Netflix and Chill”, a euphemism to have physical encounters with Netflix series and productions in the background. This release was related to the recent surge in popularity among streaming platforms in recent years. Netflix has currently more than 204 million members worldwide, being number 1 as the online platform with the most subscribers.
An interesting aspect about this collaboration was the advertising of the product. Both companies showed how this tub of ice cream could be seen on different occasions in various settings of well-known Netflix series such as in the jail dining room of “Orange is the new black” or in the safe of “La casa de papel”, among other productions such as the “The crown” or “Sex education”.
In addition, users could find a personality test on the website of the ice cream company. By answering all the questions of the survey, the customer would get a recommended ice cream flavour and series which matched their personality. In this way, both brands could introduce lesser-known products to their customers, a strategy for increasing brand knowledge of both companies.
“Netflix and Chilll’d” has not the only partnership that Ben & Jerry’s have done in collaboration with Netflix. Hot off the release of the Chunky Dunky sneakers, the two brands got together once again to release the limited edition milk chocolate and toffee flavour “Boots on the Moooo’n” in order to promote a new Netflix comedy series called “Space Force”.
Other ice cream flavors such as “Punch Line” or “Chip Happens” have been released to the market in the past years as a collaboration with the same streaming company.
In short, an extense partnership which makes a lot of sense as, who doesn’t like a tasteful ice cream made specifically to enjoy when watching your favourite Netflix series?
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Sources:
https://www.benjerry.fr/whats-new/chunky-dunky
https://brandirectory.com/rankings/apparel/table
https://www.marketingdive.com/news/ben-jerrys-launches-ice-cream-into-stratosphere-for-netflix-tie-in/578655/
https://www.cnews.fr/food/2020-01-20/une-nouvelle-creme-glacee-netflix-et-ben-jerrys-919253
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