ANGLAIS ECRIT

25/11

BEN & JERRY’S

BEN & JERRY’S ADS
Ben & Jerry’s 1985 ad
1) What image does the brand want to give with
such ads?

2) Visually, what is the dominating color? What

atmosphere is brought about by the landscape?
Do you think the ad is efficient?
 1) How to account for the shift in colors? (If the
previous ads were rather green, this one is more purple or
blue)

2) Why are there clouds and stars in the background?

 98
BEN & JERRY’S PRODUCTS
FLAVORS
 Strength = diversity
Yet, this diversity makes customers
hesitate. How to help them choose?
 Interactive website pages to help customers choose a flavor
 Targeted advertisement

 References to popular culture

From where do the 98 flavors come?
 The brand interacts with its customers.
 Even if the brand
focuses on ice cream, it
produces various forms
of ice cream (on top of
the diverse flavors
mentioned before)
 Do you think that the “Doggie Dessert” products bring much money to the company? According to
you, why did the brand create such products in the first place? Do you think the company should keep
them? Why?
 These products contribute to the originality of the brand; yet « Doggie Desserts » are not really famous,
which legitimizes the reflections regarding their possible disappearance…
PRICES
HAGEN DAZS – MIAMI BEACH
BEN & JERRY’S BRAND IMAGE
BEN & JERRY’S - GRAPHS
  The ice cream
market seems to be rather
balanced and every
continent is an opportunity
for Ben & Jerry’s
  The ice cream
market is growing (if 19.68
million tons of ice cream
were produced in 2016,
28.13 are in 2022)
  The Chinese ice
cream market is growing at
an impressive pace, which
is the reason why Ben &
Jerry’s should develop its
Chinese market.
  Conversely to China,
the US ice cream market is
not developing. Ben &
Jerry’s is an american
brand, explaining why it is
notably developed in
America, but it is maybe
time to change target
customers…
BEN & JERRY’S – SWOT analysis
 Hook ?
Information in the introduction?
Thesis statement?
Outline?
Ideas – Examples – Arguments?
Conclusion and how do you branch out?
 Hook ?

 Ben & Jerry’s is a US company that manufactures ice cream, frozen

yogurt, and sorbet. It was founded in Burlington, Vermont, in 1978.

 Ben & Jerry’s was the first brand to launch ice creams for animals,
namely « Doggie Desserts ». Indeed, the company’s originality has
always been a preoccupation since its creation in Vermont in 1978.
 Hook ?

 Ben & Jerry’s is a US company that manufactures ice cream, frozen

yogurt, and sorbet. It was founded in Burlington, Vermont, in 1978.

 Ben & Jerry’s was the first brand to launch ice creams for animals,
namely « Doggie Desserts ». Indeed, the company’s originality has
always been a preoccupation since its creation in Vermont in 1978.
 Information in the introduction?

 The color used in their ads

 Examples of the diversity of flavors they offer
 The market on which they operate (=ice cream)
 Information on prices
 The brand is popular
 Information on the ice cream market in general
 Information in the introduction?

 The color used in their ads

 Examples of the diversity of flavors they offer
 The market on which they operate (=ice cream)
 Information on prices
 The brand is popular
 Information on the ice cream market in general
 Thesis statement?
 Despite the brand’s popularity, the American ice cream market
stagnates, hence the necessity for the company to reassess its strengths
and weaknesses.

 What are the brand’s strengths and weaknesses?

 This analysis will show that Ben & Jerry’s originality is both a
competitive advantage and a weakness.
 Thesis statement?
 Despite the brand’s popularity, the American ice cream market
stagnates, hence the necessity for the company to reassess its strengths
and weaknesses.

 What are the brand’s strengths and weaknesses?

 This analysis will show that Ben & Jerry’s originality is both a
competitive advantage and a weakness.
 Outline?
 I. The color green is important for the brand and constitutes a strength
II. High prices are a weakness for the brand

 I. The sociopolitical committment of Ben & Jerry’s make it strong brand

II. Yet, such committment is sometimes incompatible with
competitiveness
 Outline?
 I. The color green is important for the brand and constitutes a strength
II. High prices are a weakness for the brand

 I. The sociopolitical committment of Ben & Jerry’s make it strong brand

II. Yet, such committment is sometimes incompatible with
competitiveness
 Ideas – Examples – Arguments?
I. The sociopolitical committment of Ben & Jerry’s make it strong brand
 The protection of the environment is one of the fights of the brand. Their committment is
notably perceptible in their ads as the color green (which symbolizes nature and the fight
against climate change) is always thrust into relief. Therefore, more than selling
products, the company sells a political ideology and a way of life.

 The brand’s website reads that Ben & Jerry’s supports racial justice and LGBTQIA+
rights. It also supports the fight against climate change. Finally, the company advocates
for a more egalitarian world in which voting rights are fair.

 Ben & Jerry’s is engaged in numerous fights and supports a diversity of causes. This is
the reason why the brand is committed both socially and politically, and is therefore a
strong company.
 Ideas – Examples – Arguments?
I. The sociopolitical committment of Ben & Jerry’s make it strong brand
 The protection of the environment is one of the fights of the brand. Their committment is
notably perceptible in their ads as the color green (which symbolizes nature and the fight
against climate change) is always thrust into relief. Therefore, more than selling
products, the company sells a political ideology and a way of life.

 The brand’s website reads that Ben & Jerry’s supports racial justice and LGBTQIA+
rights. It also supports the fight against climate change. Finally, the company advocates
for a more egalitarian world in which voting rights are fair.

 Ben & Jerry’s is engaged in numerous fights and supports a diversity of causes. This is
the reason why the brand is committed both socially and politically, and is therefore a
strong company.
TRANSLATION
Procédés de traduction : transposition et
adaptation
Thème suivi
Thème grammatical
1. Il n’arrête pas de m’appeler, mais je ne veux plus de lui dans ma vie !
2. C’est la première fois que je chante cette chanson.
3. Des personnes auraient été tuées durant l’assaut.
4. On vient de m’apprendre qu’il y avait une fête hier.
5. Ce n’était pas la peine de venir, j’aurais pu le faire tout seul.
6. Quand j’aurai assez d’argent, je m’achèterai une voiture.
7. Tant que tu n’auras pas rangé ta chambre, tu ne pourras pas sortir.
8. La pauvre, cela fait des heures qu’elle attend.
9. Depuis qu’elle a pris ses fonctions, elle semble fatiguée.
10. Je m’intéresse aux artistes comme Pablo Picasso ou Gertrude Stein.
Vocabulary