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March 12, 2009

Ben & Jerry's Flavor Naming Offers Value in Grape Depression

I came across a pretty obscure news piece about two flavor gurus from Ben & Jerry's who are in Turkey this week looking for inspiration. As part of the company's "do the world a flavor" competition, the gurus have asked people from 25 countries to create a new flavor of ice cream.

Not surprisingly, some of the flavor names from this competition have been very clever, such as Peace of Cake and Yes Pecan!, a direct reference to Barrack Obama's mantra. But the gurus jokingly say that the "little known secret to naming success at the company is to think of flavors that start with ch, like Cherry Garcia and Chunky Monkey.

The company has also been in the news recently for criticizing Häagen-Dazs for shrinking their pint tubs from 16 oz to 14 oz - Ben & Jerry's doesn't actually name the competitor, but do refer to them as the one's with the "funny sounding European name."

ben&jerryspint.gif

The blogosphere seems to be siding with Ben & Jerry's on this, with one blogger commenting on how their competitor's shrinking pint has allowed Ben & Jerry's to let some of their old values shine.

The trend may be towards offering us less for the same price, but Ben & Jerry's is offering us the same old pint, and gaining quite a bit of advertising equity from it.

Another blogger has taken the "Yes Pecan" naming idea and applied it to the financial crisis, offering us recession inspired ice cream names that are pretty nifty, including Grape Depression, Cluster Fudge, and Credit Crunch.

I don't think that there is a person out there that wouldn't see the true value in having a big, tasty scoop of Credit Crunch right about now.

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Posted by William Lozito at March 12, 2009 9:20 AM
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