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Ben and jerry's ice cream - Save Our Swirled Campaign
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In 2010, Jostein Solheim, the CEO of Ben & Jerry’s has repeatedly said: “Change is a wonderful thing”, as he insisted on the need of dramatic change in the world; to address the social and environmental challenges by being an example and proving to the world that this example is the best way to run a business. One of those examples, is Save Our Swirled campaign that started in 2015, to raise awareness on global warming issues. Tasty, high quality, successful ice cream brand didn’t stop it from being an active component of society. With their passion for social justice, Ben & Jerry’s have advocated a broad range of causes over the years, and climate change is one of the causes they take seriously. The Purpose: Reducing the carbon footprint, by investing in making the company’s operations and supply chain more efficient. The Plan: Define a comprehensive climate justice strategy, which includes a self-imposed price on carbon. As the revenues will be invested in projects and innovative technologies to help them achieve the ambitious long-term goal of reducing the absolute carbon footprint of the business by 80% by 2050. “If it’s melted, it’s ruined!” This is the message to be sent to the whole world by the Save Our Swirled campaign. With a SOS emergency cap!
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Ben and jerry's ice cream - Save Our Swirled Campaign
- Integrated Marketing Communications Strategy Marketing Management 2 KAKISH Toumador GDBA – IAE Nice Ben & Jerry’s Ice Cream Save Our Swirled Campaign 1
- Content • Overview • Save Our Swirled Campaign SOS • Save Our Swirled Highlights • Save Our Swirled Strategy • References 2
- Overview • Ben Cohen and Jerry Greenfield, founded Ben and Jerry’s ice cream in 1978 • In April 2000, Ben & Jerry’s sold the company to Unilever • Unilever has carried Ben and Jerry‘s tradition in engaging in the critical, global economic and social missions 3
- Save Our Swirled Campaign SOS 4 • The purpose of this campaign is reducing the carbon footprint, by investing in making the company’s operations and supply chain more efficient • The plan is to define a comprehensive climate justice strategy to reduce the absolute carbon footprint of the business by 80% by 2050
- Hosted by Tesla Motors for the official launch of Save Our Swirled Marched with over 785000 people in 2300 global climate march and events across 175 countries Partnered up with Al Gore’s Climate Reality Project to support a national day of action on climate change. Save Our Swirled Highlights 5 One Flavor One Message One Purpose
- Save Our Swirled Strategy • They have increased the community’s activism by 11.2%, in which will help them to reach their future goals. • They have increased the environmental and climate progress by 0.8%, which indicates a good strategy. • It is the company’s first fully global activism campaign on climate action to demonstrate the support of a strong global climate agreement at the COP21* in Paris, France. 6 According to the 2015 annual report *The 21st yearly conference of parties, referring to the countries that are signed up to the 1992 United Nations Framework Convention on Climate Change.
- References 7 • http://www.benjerry.com/whats-new/2015/save-our-swirled • http://www.benjerry.com/about-us/sear-reports/2015-sear- report • http://www.benjerry.com/about-us#5timeline • https://en.wikipedia.org/wiki/Ben_%26_Jerry%27s