fanatical about.Ben & Jerry’s also uses social channels to facilitate consumer participation both online and offline. For example, BenJerryTruck(s) traveled up and down the East and West Coasts, promoting their new Greek Frozen Yogurt.They store widely specially in supermarkets.Beyond the world of ice cream, Ben & Jerry’s is also known for promoting social change. Currently they are a part of the “Get the Dough of Politics” campaign to “put democracy back where it belongs.” By communicating these messages through their social channels, they are able to amplify their content and connect with an even greater number of people. All of whom could turn into Ben & Jerry’s consumers.Ben and Jerry 's also has a very unique brand image and sets itself above its competitors. The central business focus of Ben and Jerry 's mandates a specific marketing mix. Principally, the product is highly specialized, yet in a way that allows for gross variation while still appealing to a broad consumer base. Acknowledgement, access, and affordability mitigate this range of appeal.Hence, as compared to Haagen, it is considered less luxurious and so more reachable. The Ben and Jerry 's brand successfully invites the ice cream lovers through promotion and advertising. Their current approach involves free ice cream, music, and in 2004 they had an opportunity to have a voice in the past presidential election.Ben and Jerry 's continue to grow daily by developing new products, new flavors, and new ideas for