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Ben and Jerry’s just released a new ice cream flavor and they’re looking to address some global issues with it.
Scientists have long learned that we as a species don’t particularly enjoy paying attention to charts unless they happen to look like something sweet, or something shinny. Ben and Jerry’s definitely fit in the former category and it seems like now the company would like to use their influence to fight global warming.
The restaurant chain announced earlier this week, on Wednesday, May 27, 2015, that they’re adding a new ice cream flavor to their menu – Save our Swirled. They described at as being “chunky”, “swirly” and “euphoric”, and explained the name by saying that it’s a raspberry flavored dessert that’s swirled with marshmallows and has chunks of white and dark fudge thrown into the mix.
“Save our Swirled” is a play of words inspired by the environmentally friendly tagline “Save our World”. It is also the name of Ben and Jerry’s new advertising campaign, and the commercial does a fine job of drawing parallels between the swirled (the ice cream) and the world (the planet).
It’s one of those beautiful ads with a message, and real emotion behind the message, and it calls to action. It wants to motivate ice cream lovers and global activist alike to make their voices heard and to compel the leaders of the world to focus on finding and implementing sources for clean energy, and making them the norm.
Jostein Solheim, Ben and Jerry’s CEO gave a statement informing that “Ben & Jerry’s has committed to dramatically reducing our own carbon footprint in an effort to help keep warming below two (2) degrees”.
He goes on to inform that the launch of the new flavor was somewhat strategic. He said that since the Paris climate summit is approaching at the end of the year, the company is asking their fans to join them in calling on leaders around the world to support the transition to 100% clean energy now, before it’s too late.
The commercial starts by showing footage of ice cream melting – a nightmare for anyone who enjoys the icy dessert – while a spokesman helpfully informs that this is what happens when ice cream is just two (2) degrees warmer than it should be. He stresses that this is a mess for Ben and Jerry’s, and quickly adds that for the planet, it’s a metaphor.
He explains that just “a two-degree warming of our planet’s climate would have an equally dramatic, though much more significant impact”. It’s a reference to the melting glaciers and ice sheets in the Arctic.
He finishes the speech by saying that we can prevent it, and the melted ice cream miraculously starts reversing its state – colors (flavors) separate and the liquid start freezing back up again.
He reminds consumers that we have the power to demand that governments, policy makers and business leaders do what it takes to reverse climate change “by acting now”.
He concludes by saying that while a two (2) degree change may not sound like much, in reality it means the world for the ice cream making company. Just like a two (2) degree change would make all the difference in the world for the planet as well.
“Join the global climate movement and take action now at benandjerry.com/climate”.
It is important to note that the “Save our Swirled” flavored was unveiled at Tesla’s headquarters, and that the ice cream company asked the electric auto maker to design them an emissions-free, retro-fitted ice cream vehicle.
Ben and Jerry’s have always been a socially oriented company. They’ve previously spoken on the issues of marriage equality and marijuana legalization.
It’s a good, popular branding strategy – talking to people about things that they want to hear about, positioning yourself as their friend.
But it is also the humane thing to do. As public entities, brands have strong, laud voices that can mobilize people and help make the world a better place for those who live in.
Image Source: syracuse.com
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