In relation to perceptual maps, ice-cream brands Haagen-Dazs and Ben and Jerry’s have always been at the top of the scale so they have always been in competition with each other. Ruth showed us advertisements from both companies and how they both appeal to their target audiences.
Personally, Ben & Jerry’s is my favourite ice-cream brand J
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Haagen-Dazs reigned as the United States’ top-selling super premium ice-cream during the 1980s. Their success partially resulted from their pure, unaltered ingredients they used as well as from its decadent reputation. However, their fastest-growing competitor, Ben and Jerry’s, marketed their also super premium ice-cream brand as a product for anyone and everyone.
Ben and Jerry’s began expanding their business to middle class consumers in the 1990s. “It’s hard to find two competitive brands neck-and-neck that are so very different in consumers’ minds,” Walt Freese, Advertising Age. He also stated that Haagen-Dazs was assumed to be “for the chosen few” but that Ben and Jerry’s were generally identified as a “super-premium for the people.”
Ben and Jerry’s became Haagen-Dazs’ most threatening competitor in the 1990s, branded its “super premium ice cream around fun and irreverence”. It also used a large percentage of their advertising budget to sponsor socially conscious events which proved very effective. “From April 2003 to April 2004, Ben and Jerry’s boosted its sales by 15.9%, while sales for Haagen-Dazs dropped 16.5%”.
In order for Haagen-Dazs’ sales to soar they launched a “Made Like No Other” campaign, mainly for ice-cream enthusiasts airing three television spots which they cost around $5-$10, which eventually went on to win a Gold EFFIE Award in 2005 in the snacks/desserts/confections category. The first, “Anthem” launched in May 2004 and won a 2005 Bronze Clio Award for the Original Music category. Goodby, Silverstein and Partners explained that “the advertising spurred a dramatic turnaround: sales and market share soared as old and new audiences were won over – reminded why they loved Haagen-Dazs once more.” Their other two television advertisements “Strawberry” and “Vanilla” both started airing in June 2004, with each of their adverts using the same taglines such as “Just perfect” and “Made like no other”.
With the help of this campaign, Haagen-Dazs’ sales raised and members of the advertising industry began to view the ice-cream brand more positively than before. In mid-2004, Gary Koepke (Modernista!) admired the campaign by stating “I like the new Haagen-Dazs ad with the tagline ‘made like no other’. It shows umbrellas opening on an empty beach and rain falling on a pond. It takes me by surprise. They’re not showing the typical scoop of ice-cream. The ad makes ice cream precious like a reward or a setting sun. It’s just nice. It’s different.”
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Erica.
Excellent write up - nice style
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