| Contact: CONTACT: Kristin Balderston Rob Levine Kristin_Balderston@Deutschinc.com Rob_Levine@Deutschinc.com 212-981-7902 212-981-7899 |
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Things Are Looking Up For America’s Ice Cream Lovers-- Ben & Jerry’s Ice Cream Invites Cities Across The Country To “Stop and Taste the Ice Cream” --But it is! This summer, Ben & Jerry’s is making it their mission to show people just how easy it is to “Stop and Taste the Ice Cream.” Ben & Jerry’s will travel to 12 of the nation’s urban centers offering one million scoops of ice cream, a portable version of Vermont, two hot air balloons and a chance to win a Ben & Jerry’s road trip. Starting in Phoenix and travelling to 12 cities across the country, the skies will be filled with 90-feet of Cherry Garcia, the largest ice cream drifting, cloud-like hot air balloon equaling 11,700,000 scoops of ice cream. As the hot air balloon takes flight over parks, beaches, rivers, hills and highways, a vivid impression of peace, love and ice cream will fill the skies. On the ground, hard-working and frazzled urbanites are being invited to visit an “Urban Pasture” set up in the heart of each city. The “Pasture” features a Vermont oasis complete with cows, live music, a “Scooper Bowl for Charity” , lots of free ice cream, literature about volunteerism and environmental preservation and whimsical “stoppisms.” Like, “Stop and Taste the Ice Cream,” stoppisms are little ideas with big objectives - to get some breathing space into the 21st Century gigabyte info-crunch. Stoppisms show up everywhere from the Ben & Jerry’s Web site to the windows of the 235 Ben & Jerry’s scoop shops from coast to coast. Stoppisms, similar to Ben & Jerry’s word-play flavor names, invite people to smile, pause and think for a moment:
Stop & go solar Throughout the summer, local grassroots campaigns will bring the message to millions more; “work stoppages” (ice cream socials) at the office, radio promotions, and random acts of kindness will demonstrate the Ben & Jerry’s lifestyle. In Ben & Jerry’s quest to make the world a bit sweeter, a million scoops of B&J classic flavors and 2Twisted flavors will be given away to a world on the edge of overload. The all- new 2Twisted flavors take 16 Ben & Jerry’s classic ice cream favorites and swirls them into eight new double duty treats. At the Ben & Jerry’s scoop shops, loyal customers can win a broad array of big and little sweepstakes prizes including a month-long RV trip with a year’s supply of Ben & Jerry’s to help them get off the fast track and enjoy a “Stop and Taste the Ice Cream” summer. The “Urban Pasture” events will take place in the following cities and on the dates specified below. Consumers can also join the Balloon journey and post their own “stoppisms” on the Ben & Jerry’s Web site.
Ben & Jerry’s produces a wide variety of super premium ice cream, ice cream novelties, low fat ice cream, low fat yogurt and sorbet using Vermont dairy products and high quality, all natural ingredients. The company is committed to using milk and cream that have not been treated with the synthetic hormone, rBGH. Ben & Jerry’s products are distributed nationwide and in selected foreign countries in supermarkets, grocery stores, convenience stores, franchise Ben & Jerry’s scoop shops, restaurants and other venues. Visit www.benjerry.com for more information about Ben & Jerry’s 2000 flavor line-up.
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