Dive Brief:

• Although it seems counterintuitive in the cold, Ben & Jerry's uses winter months to launch new ice cream flavor—this year the ice cream brand is launching three "cookie core" flavors. 
• Ice cream's busy season in terms of sales is typically Memorial Day to Labor Day, but the brand likes to introduce new flavors in the winter so that consumers are familiar by the busy season. 
• The introduction of new flavors also helps boost sales in the sluggish months by building excitement around something new to try. 

Dive Insight:

Ben & Jerry's strategy just goes to show that the most obvious tactics aren't always the best. Although it seems like pushing a new ice cream flavor in the sub-zero temps of February would cause a flop—the practice falls within a larger plan to sell more ice cream in busy months. It's a perfect example of how long term marketing planning pays off.