With this in mind, we created the “1st National Ben & Jerry’s Tongue Contest”. Contestants for the title were placed on a platform visible to all and then had to stretch out their tongues as far as they could in order to reach the prize: A tub of ice cream.

An actor dressed as a cow was charged with measuring the participants’ tongues and encouraging curious spectators to come and watch. Each attempt was filmed so that the videos could be uploaded to YouTube: The prize for the most watched video was a year of free ice cream.