Peace, love and ice cream at Ben & Jerrys

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With a $5 correspondence course in ice cream-making from Penn State and a $12,000 investment ($4,000 of it borrowed), Ben and Jerry’s open their first ice cream scoop shop in a renovated gas station in Burlington, Vermont, in 1978.

 

Fast forward to 2016, and Ben & Jerry’s are an internationally recognised brand, with hundreds of scoop shops around the world, and ice creams and sorbets available in tens of thousands of supermarkets around the world.

 

Since naming their first ice cream “Cherry Garcia” after the legendary Grateful Dead guitarist, Ben & Jerry’s have maintained a strong musical connection while driving their business towards innovative ways to “make the world a better place”: the best possible ice cream, in the best possible way.

 

 

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The Challenge

 

POSmusic were asked to develop a program reflective of Ben & Jerry’s proud musical heritage and the irreverent, fun and nostalgic counter-culture imagery they are associated with.

 

The POSmusic program should create a relaxing, engaging and positive atmosphere that encourages diners to interact with staff and taste-test ice creams.

 

POSmusic needed to create a music program in consultation with the Ben & Jerry’s marketing team, and work with the IT department to deliver the service.

 

The Answer

 

POSmusic created a music program that was fun, positive, sometimes ‘ironic’, and with a quirky atmosphere suitable to the vibrant environment and a younger demographic. The program consisted of contemporary artists with a retro-leaning aesthetic, colourful chart hits, and music from every decade through to the 1960s, with songs recognisable to a teenage-focussed demographic. The music program is regularly maintained by POSmusic so the Scoop Shop staff benefit from fresh music playlists every day.

 

For the delivery of the music program, POSmusic integrated with the existing IT system with timetable programming controlled by the Ben & Jerry’s and Unilever staff.

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