Yesterday, during a post about my snacking habits during my college years, I promised a story about the time I got to design ice cream flavors for Ben & Jerry's, which (as I have detailed in these parts before) is one of my favorite snack foods. The story is long, weird, mystifying, hard-to-believe -- and 100 percent true. Here goes.
Back in 2002, during my senior year of college, I took a course in advertising. It wasn’t required for my English degree or even my journalism minor, but I thought it would be a good trade to know, in the event this whole "getting paid to write about snacks" career path never panned out. Thankfully, the newspaper industry has never been in better shape than it is right now, which means I’ll never have to worry about putting my degree to use writing bus ads about erectile dysfunction.
The final group project for my class was to invent a new, fictitious line of a popular brand-name product, then develop a marketing line to sell it: A radio ad, a magazine ad, a billboard, etc.
You will be stunned -- stunned! -- to learn that my group chose Ben & Jerry’s as its brand.
Which means that I once got graded on my ability to invent potential new Ben & Jerry’s flavors.
Now, I honestly can’t remember the names of my groupmates, or else I’d credit them here. But I saved a lot of my own notes and digital images from this project. And now that I’m doing this blog, I have a perfect place to share them with the world.
Ready? Hop into the Wayback Machine, Sherman …
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First, to pitch our product, we had to come up with a marketing strategy. Delicious ice cream doesn’t just sell itself, people!
We wanted to create a line of low-fat ice cream, and our initial idea was to play off the theme of fairy tales. We were going to call it "Ben & Jerry’s Happily Ever After" or "Ben & Jerry’s Fairy Tale Flavors." Here -- I kid you not -- are some of the flavor ideas we thought up:
Once Upon a Lime
The Princess and the Peanut
Gingerbread, Man!
Three Billy Goats Crunch
Jack & Jill’s Jubilee
Oh, but there’s more. We even went so far as to write slogans for our print ads. Here are some examples:
“Live happily after every dinner.”
“Losing weight doesn’t have to be a fairy tale.”
“Look like Beauty, not the Beast.”
“And the pounds came tumbling after.”
Or we could show a picture of a spoon, maybe in a wolf’s hand, and underneath it, write: “All the better to eat it with.”
Okay, I’ll admit, some of those ideas were kind of clever. But remember, that was the marketing strategy we rejected. Here’s the one we ended up using:
“America’s Most Wanted.”
Yes. We invented a line of low-fat ice cream based on the criminal justice system. I wish I could remember why we thought this was a good idea. I think we just figured it would give us an excuse to make a lot of stupid puns.
And oh, did it ever! Among our proposed (but rejected) flavors were Raspberry Rap Sheet, Bonnie and Clyde’s Berries and Cream, and Lemon Meringue Lockdown.
Here are the five flavors we ended up going with … complete with clip-art-enhanced artist’s renditions, composed long ago by yours truly, using MS Paint and Adobe PageMaker.
Lime and Punishment: Key lime pie (cool citrus lime with whipped cream swirls)
Al Capone Crunch: Caramel ice cream with rice crisps
Chain Gang Cherry: Cherries and cream
C.O.P.S.: Chocolate ice cream with Oreos, peanut butter and Snickers
Cell Block Sweetie: Vanilla ice cream with sugar cookie chunks
That’s right. “Cell Block Sweetie.” We tried to sell an ice cream that conjures up images of prison love. (Please don’t ask me to defend myself. I had senioritis, okay?)
Here are three potential tag lines we thought up. All are almost too embarrassing to re-type:
“Wanted for impersonating your everyday ice cream.”
“Lock up your diet books and throw away the key.”
“Tip the scales of justice in your favor.”
Sadly, I don’t have a copy of our radio ad -- that assignment fell to another unlucky member of our group, who has, I hope, destroyed all copies -- but I do have copies of our magazine and billboard ads. Want to see them? Of course you don’t. Here they are anyway:
So. There you have it. That's the story of the time I invented ice cream for Ben & Jerry's. I’m not totally sure, but I think we got an A on the project. No, seriously. Educational standards must have been a lot lower back then.
Now, after all that, I’m curious: Of the five flavors we "invented," which would you most like to see become an actual Ben & Jerry’s flavor? It won’t ever happen, of course, but I’d still like to know if you think we were onto something.
Here are the flavors once more, just to jog your memory. And if you have a better suggestion, please
post it in the comments.
Lime and Punishment
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Al Capone Crunch
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Chain Gang Cherry
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C.O.P.S.
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Cell Block Sweetie
Would YOU have bought any of these flavors? Grade me, people. Grade me.