Every single year since 1979, Ben & Jerry organizes " free cone day " (the day of giving free cone). The manufacturer proposes a free cone which is one of the symbolic operations of the brand known for its social commitment, its identity in the shape of cow and its delicious names of recipes: toffy Chew Chew, Chunky Monkey or Cherry Garcia in homage to Jerry Garcia, the deceased singer of the Grateful Dead. Ben & Jerry engagement is based on the principle of “business has a responsibility to give back to the community”. This day is also a way for Ben & Jerry to communicate on its brand’s values.
For Häagen-Dazs, using brand communications by creating Shared Value messages is a way to give consumers a reason to trust and enjoy its products and to reflect and enhance the brand’s essence. This is a part of a strategic, long-term approach and not a one-off promotional initiative.Häagen-Dazs’ for example communicates in the support they give for honey bee research. In February 2008, a marketing and awareness campaign including on-pack messaging, television commercials, an interactive website and employee education was developed to highlight the plight of the bees. Häagen-Dazs’ campaign has earned several distinguished marketing awards.
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