Business Wars Häagen-Dazs vs Ben & Jerry's | Breaking the Ice | 6
Jun 15, 2022
In the year 2000, Ben & Jerry's faces upheaval under new ownership, raising questions about its core values. A proposed flavor celebrating same-sex civil unions sparks heated debates on corporate activism. Meanwhile, Häagen-Dazs struggles to maintain its premium image while competing fiercely in China. The brands confront market shifts as a new low-calorie ice cream disrupts the industry. Amid these challenges, Häagen-Dazs pivots to a culture-first luxury approach, showcasing resilience and fresh strategies during the pandemic.
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Vermont Honeymoon Rejected
- In 2000, Ben & Jerry's employees sought approval from new Unilever CEO Yves Couette for a flavor celebrating same-sex unions.
- Couette rejected it, deeming it too radical, signaling a shift from the brand's activist roots.
Ice Cream Mooncakes
- In 2001, Haagen-Dazs introduced ice cream mooncakes in China, priced at $130.
- This strategy targeted affluent consumers, positioning Haagen-Dazs as a Western luxury.
Difference Testing
- In 2005, Ben & Jerry's faced cost pressures.
- To maintain profits, they used "difference testing" with cheaper ingredients, hoping customers wouldn't notice.
