Häagen-Dazs Fires Back at Ben & Jerry’s Over Pint Size
3 Comments Published by Sean March 9th, 2009 in FRANCHISE MARKETING, Franchise Publicity
On our recent post Ben & Jerry’s Busts on Haagen-Dazs. Again., I wrote of the long-standing tradition of Ben & Jerry’s taking its super-premium ice cream rival to task every chance it gets.
And I also noted the irony (and the deftness) with which the Unilever-owned Ben & Jerry’s continues to play the honest hippy up against the snotty corporate rival Häagen-Dazs.
In response to Ben & Jerry’s bashing Häagen-Dazs for reducing its container size by 2 oz., the Dazs sent us this coolly composed response:
You may have seen a recent message from Ben & Jerry’s calling out our decision to downsize our Häagen-Dazs cartons.
While the reality is that size sometimes matters, we continue to believe that quality matters more.
Our ice cream is created with only a few select, simple, all-natural ingredients.
That is why we searched six years for the perfect variety of strawberry for our Häagen-Dazs strawberry ice cream and why we paid four times more over the last two years for the raspberries that make it into our Häagen-Dazs raspberry sorbet.
And we wouldn’t think of soaking the raisins for our Häagen-Dazs rum raisin ice cream even a minute less than the 60,480 minutes (42 days, actually) that they currently luxuriate in their rum baths.
Why not? Because then it just wouldn’t be Häagen-Dazs. Call us obsessive. But we’re that serious about our ice cream. We hope you’ll continue to make it your ice cream.
Thank you for giving us a chance to respond.
These guys are like two actors in a play, each playing their own role. You gotta wonder if they get together and choreograph this stuff.
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Very classy response by Haagen Dazs.
I’ll take 14 oz of pure heaven instead of 16oz of whatever, anyway, they are not lableing it as a pint.
Read your ingrediants in B&J’s, Haagen-Dazs is indisputably superior.
A pint is a unit of measure, not a marketing term. Whoever heard of consuming a “14-oz. container of luxuriant raisin ice cream” at one sitting? What bollux. This is not a pissing contest about ingredients. It’s about the slow creep of getting less for more. Look everywhere – cans, boxes, bottles. If you care about ingredients, make your own ice cream – I guarantee it’s better than any bought one.