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This week we’re talking about ice cream and airplanes. Happy reading!

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Andy

THE POWER OF SMALL EXPERIENCES

I was flying British Airways from London to Miami recently, taking advantage of the weak Wi-Fi to catch up on reading and close tabs on my laptop.

A few hours into this otherwise mundane flight, I look up from my middle economy seat to find a flight attendant offering me a Jude’s ice cream lolly. What a joy! 

british_airways

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Note: The image above is from British Airways’ promotional campaign. I was handed a lolly, not a mini-pint (as pictured). Still loved it.

Not only was the product itself exciting, but also the experience of it. First, the ice cream was handed out after lunch was cleaned up. This gave the treat an element of surprise and protagonism that would have otherwise been diluted had it been part of our meal. We were “in the moment” with our dessert.

Second, having an entire cabin simultaneously open lollies and struggle to keep the chocolate cover and vanilla filling in one piece elicited laughs and nostalgia. We were kids at a birthday party. We were enjoying ourselves.

Finally, the lolly provided an element of surprise and delight in a traditionally overlooked cabin. I even questioned if business and premium economy passengers were given lollies and was almost glad I was in the back. Who needs a welcome champagne when you can have ice cream?

In terms of the product, sitting mid-air gave me the patience I usually lack to read the label fully. I discovered Jude’s is certified B-Corp and on a mission to reduce its carbon footprint. A welcome reminder about my own footprint travelling across the Atlantic…

Jude’s and British Airways were spot on in this partnership. It replaced the habit of eating dessert with an experience of it - one that extended beyond the flight and into this newsletter (besides a lot of word of mouth).

The inspiration for you is: what small yet powerful experiences can you delight your customers and coworkers with?

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