Ben and Jerry’s are a great company with a fantastic heritage. This heritage provides plenty of opportunities for the brand to exploit. Despite being bought by Unilever the company retains its quirkyness and have made the previously local community day a global event. The ‘Free Cone Days’ provide consumers with the opportunity to sample the Ben and Jerry’s product for themselves. A free sample, it’s one of the oldest tricks in the book, but it’s beautifully executed.

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