No one knows for sure (except the powers that be at Baskin-Robbins, but the home of 31-Flavors appears to have retaliated against Ben and Jerry's Free Cone promotion (you can read more about that in my post yesterday, Peace, Love and Free Ice Cream at Ben and Jerry's) with 31-Cent Scoop Night.
Here's a run-down of the differences between the two ice cream heavyweight's marketing promotions:
- Ben and Jerry's Free Cone Day was on April 29, 2008. Baskin-Robbins' 31-Cent Scoop Night was on April 30, 2008. This is not the first year for either promotion, but one has to wonder - coincidence or not? What do you think? Regardless, 1 point for Ben and Jerry's for being first in 2008.
- While Ben and Jerry's gives out over 1 million free ice cream cones on its Free Cone Day, Baskin-Robbins is offering a reduced price on its small ice cream scoops on its 31-Cent Scoop Night. 1 point for Ben and Jerry's.
- While Ben and Jerry's gives out free cones all day on Free Cone Day, Baskin-Robbins sells 31-cent scoops only between 5pm-10pm. Another point for Ben and Jerry's.
- While Ben and Jerry's makes nothing on its free cones, Baskin-Robbins makes a reduced profit on its 31-cent scoops, $100,000 of which is donated to local firefighter charities. 1 point for Baskin-Robbins.
Total points: Ben and Jerry's 3, Baskin-Robbins 1
Your thoughts?
