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Ice Cream Promotion Draws Crowds to Tokyo Midtown

Posted By on Mar 19, 2014

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On the weekend of March 15-16, Ben & Jerry’s, the popular Vermont-based ice cream company known for its wild flavor combinations, hosted an event at Tokyo Midtown in Roppongi. The promotional event was to introduce the launch of mini cup ice cream, available as of March 17in convenience stores around Japan. Ben & Jerry’s, however, is not new to the country. Years ago, ice cream bars were available at convenience stores, however, they eventually disappeared. Ben & Jerry’s re-launched its efforts in Japan two years ago, opening a scoop shop in Omotesando, Tokyo, and, soon after, in several other locations around the Tokyo area.

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Like many American specialty counterparts, Ben & Jerry’s is the kind of shop that draws long lines. When the Omotesando shop opened in spring of 2012, hour-long lines were not uncommon to get a bite of something sweet. These days, especially before the arrival of spring’s warm weather, Ben & Jerry’s was more accessible.  Thanks to its weekend promotion, however, the shops will most likely receive more customers than before.

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The weekend event was entertaining, vivid, and relaxing. Staff members encouraged visitors to learn about the brand and stand in line for free ice cream. Ben & Jerry’s did not skimp out by any means. All visitors were eligible to receive not a scoop of ice cream, but an entire mini cup container in each of six different flavors; coffee was an added bonus! The scenario was also lovely, with spring-inspired décor made of ice cream cups. For the kids, there were also ice cream cup and cookie-shaped chairs and cushions. A guitarist dressed as a cowboy played simple guitar riffs as visitors waited to gobble up icy treats. Outside on the patio, the event continued with a café set-up, where coffee was “earned” by correctly answering a question related to Ben & Jerry’s Fair Trade practices. Adding to the merriment was a cow mascot, who entertained children by dancing and jumping around.

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Overall, the event was exciting and fun-filled for all ages. If you weren’t able to go in person, make sure to try the new flavors in stores now!

[Post by Nadia]

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