January 19, 2015 Leave a comment
Since 1978, Ben and Jerry’s, have been delivering “Vermont’s Finest” ice cream like no other. My personal favorite is Phish Food, and I celebrate my birthdays with a delicious Ben and Jerry’s ice cream cake.
In Bloomberg Businessweek, “Why Ben & Jerry’s Launches New Ice Cream Flavors in the Winter” on January 13, 2015, we learn that Ben & Jerry’s actually brings new products to market in the middle of winter. “They’re called Boom Chocolatta! Cookie Core, Peanut Buttah Cookie Core, and Spectacular Speculoos Cookie Core. The center has a texture that’s kind of like cookie dough, but crunchier, says John Henry Siedlecki, senior brand manager at Ben & Jerry’s.” The flavors sound fantastic, yet the timing seems unusual. The article mentions that peak ice cream sales take place from Memorial Day to Labor Day. As I write this post, Washington, DC is expecting more snow this week!
Interesting enough, this winter launch approach drives ice cream sales when consumers would be considering other types of dessert. Additionally, it gets consumers comfortable with the new product in time for peak ice cream buying months. In 2015, Ben and Jerry’s actually launched their ice cream a month early to get ahead of the competition!
Here are some ideas to not procrastinate so your own “ice cream” can get to market early – whether it is starting a new sales strategy, new project, new business, new job or new job search: Read more of this post