Business Wars Encore: Häagen-Dazs vs Ben & Jerry's | Doughboys and Dead Heads | 3
May 25, 2022
In 1984, Ben & Jerry's finds itself battling Häagen-Dazs for survival. With a determined lawyer and quirky publicity stunts, they embark on a daring fight against corporate giants. The rivalry gets spicy when a copycat brand emerges, threatening their unique flavors. Plus, the influence of the Grateful Dead's Cherry Garcia takes center stage, sparking trademark battles and internal debates over activism. It's a delightful mix of ice cream, strategy, and the quest for identity!
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David vs. Goliath
- Jerry Greenfield protested Pillsbury, highlighting Ben & Jerry's struggle against Häagen-Dazs' distribution tactics.
- He aimed to raise public awareness and pressure Pillsbury, framing Ben & Jerry's as the underdog.
PR and Legal Tactics
- Use publicity stunts and legal pressure to fight larger competitors.
- Ben & Jerry's aimed to shame Pillsbury into backing down, avoiding a costly legal battle.
The Unconventional Lawyer
- Ben Cohen hired Howie Fugue, an unconventional antitrust lawyer, to represent Ben & Jerry's.
- Fugue's casual demeanor and willingness to work for a lower fee resonated with Ben & Jerry's values.
