Bowling for Change

Make Ice Cream and Make a Difference!

I love the
fun favors
and the silly
names.
Ben and
Jerry-the only
men who under-
stand women.
New Users
Kids, First
time users
Brand
Disloyalists
Hagan-Daz,
Users, Dis-
agrees with
the issues.
Brand
Loyalists
New Parents,
Educated
Consumers
I disagree with
the company on
this issue.
Flip-
Floppers
Bargain
Shoppers
I love the ice
cream but want
more for the
price
Ben and Jerrys Users
This can vary based on
the cost vs. quanity but
they can be swayed
based on personal per-
ception of value.
Set in their
ways, these
buyers require a
strong value
proposition.
Progressive,
safety or all natu-
ral ingredients are
a concern family
orientated.
Fun, daring,
risk-takers.
Ben and Jerrys Persona Metaphors
Is that a Ben and Jerrys
Truck, I love that stuff.
Phish food,
my favorite.
What s Bowling
for Change?
The Ice Cream was
free might as well
make a donation.
For ten bucks I can
enter a favor competi-
tion, sign me up.
Check out this sweet
bowling ball.
Oh snap, I can
bowl in the back of
the truck, this is
awesome.
Lets invite some friends
over and try to invent a
new recipe.
I hope I win and get my
face on a favor
I didnt know almost half
the world over 3 billion
people live on less than
$2.50 a day.
Make Ice Cream and
Make a Difference!
Bowling for Change!
C
D
Ben and Jerrys Ice Cream takes
some hard stances on social issues,
it may not be clear to consumers
what the issues are or what the
stance is, though that to may also
be helpful.
C
The entirety of Ben and Jerrys
Mission Statement is not fully
translated across its packaging
design. This too is debateable as
to whether it helps or hurts the
desired brand image.
Where I Come From?
Ben Cohen and
What I Do, How I Do it
Sell Ice Cream at various
locations
Who I Do it For
People all ages.
How I Help Them
with a socially conscious
theme
How I Am
A smart hippy, who likes to
have fun
What I Believe in
Fun Flavors and Social
Awareness
Why I Exist
To make exciting, social
conscience ice cream
What I ultimately want to achieve
social and ethical business practices
Age
8
Location:
Cleveland, Oh
$
Education:
3rd grade
Occupation:
#1 ballerina dancer
Salary:
$20/ weekly
allowance
Home:
3 Br-1800 sq ft

Marital Status:
Single
Activities:
Dancing, playing dress up, talking with friends.
Motivations:
To have fun, stay up late, get good grades.
Values:
Just starting to learn values.
Goals:
Be the best dancer, ever.
Individual Case Persona Metaphors
Age
33
Location:
New Haven, Ct
$
Education:
Masters Degree
Occupation:
Nurse Practitioner
Salary:
75k
Home:
3 Br-1850 sq ft

Marital Status:
Married
Activities:
Light exercise, walking, reading.
Motivations:
To raise a healthy, educated child.
Values:
Happy to pay more for organic/ natural items.
Goals:
To be the best mother possible.
Age
88
Location:
Memphis, Tenn.
$
Education:
Associates degree
Occupation:
Retired
Salary:
$800 weekly
fxed income
Home:
2 Br-1300 sq ft

Marital Status:
Married
Activities:
Playing cards, going to the movis, watching tv.
Motivations:
Staying healthy to enjoy his wife and family.
Values:
Pre-World War mentality, hard-work, respect.
Goals:
Spending time with his grandkids and family.
Age
28
Location:
Boston, Mass.
$
Education:
Masters Degree
Occupation:
Design Manager
Salary:
70k
Home:
2 Br-rental
Marital Status:
Single
Activities:
Exercise, going out with friends, dancing, blogging.
Motivations:
To have fun, be with friends, stay healthy.
Values:
Saving money to take the next steps in life.
Goals:
To get married and settle down.
AC2ID TEST
Brand Identity
Value Proposition:
Ben and Jerrys Bowling for Change is for anyone
that wants to have fun and be proactive about a
cause beyond just being given a free ice cream.

Unlike just giving away ice cream with Ben and
Jerrys Bowling for Change you can refect on
what good you can do everytime you give.
Building
awareness
of global
issues, food
tracking,
and nutri-
tion.
Core Service Enhancing Facilitating
Employees
Location of
Truck.
Website loca-
ter support.
Gathering
with friends.
Giving Free Ice
Cream.
Bowling in the back
of truck.
Flavor competition.
Knowledge transfer
of other cultures/
build empathy.
Donating to the
cause.
Blue Print Map Visible action Service Concept Back of house
Facilitating
Location of Truck.
Core Service
Employees explain
service
Enhancing
Customer places
money in donation
box.
Enhancing
Customer signs up for
competition, gets a
bowling ball.
Enhancing
Customer goes to
back of truck, bowls a
bit with friends.
Enhancing
Customer submits favorite
favor to Ben and Jerrys
and hopes to win.
Facilitating/Core Service
Customer goes home
and uses mixing bowl/
bowling ball to create new
favor recipes.
Facilitating
Getting free ice cream.
Giving out free ice
cream
Customer Journey
Enhancing
Customer looks over
sweet new bowling
ball and walks to
back of truck.
Core Service
Customer checks out
bowling balll and
learn some interesting
global facts.