Sales Promotion & Personal Selling - Ben & Jerry's

Free Cone Day can be seen as an effort toward Social Responsibility but I see it as nothing else other than a sales technique. Ben & Jerry's is the most successful ice cream company. My opinion is that they are using this free cone day to get more potential customers to try their products and eventually come back due to their good experience. Free cone day is usually scheduled to coincide with earth day and with other days to give to charities, but if giving away free ice cream isn't enough to get more people in their store - the pressure of customers' friends will.